The world is driven by this type od data insight. If you visit google, facebook, amazon etc they you are already givng up the data.
I dont see this as a negative, but in fact a massive positive.
And no, its not a new odea, but as a club we are starting to play catch-up as most successful clubs are already doing this.
I work as a Data Scientist in the travel industry these days and can tell you having access to a customer public facebook data makes my ability to improve sales and drive incentives far easier and much more lucrative.
If done right it will mean more revenue for the club - and im all for that.