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Sport Lisboa e Benfica overdue fan base analysis for business segmentation and campaign recommendations
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This study aims to collect data on Sport Lisboa e Benfica’sfan base and analyze demographic and behavioral information. Then, fans with membership fees overdue were separately analyzed in order to create segments and recommend marketing actions that will serve as short term solutions to bring these fans back to paying their overdue fees. Following a mixed methods approach, interviews were conducted with SL Benfica workers in order to fully understand the enterprise and data on fans was collected to use as segmentation variables. It was concluded that behavioral data wasthe main variable to be used in the segmentation process, complemented with demographic variables.
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Crm Churn Segmentation Marketing campaigns