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Fiel lab- customer relationship management at Sport Lisboa e Benfica: examining the potential of machine learning to customer relationship management in football: Individual project
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This report studies the potential application of Machine Learning algorithms on SL Benfica,
as part of the Customer Relationship Management Field Lab. For this purpose, topics
regarding the concepts of Big Data and Machine Learning were addressed as well as the
several applications of the former in CRM practices in conventional industries and more
specifically, in the sports industry. Such research, along with a members’ data analysis
enabled general recommendations and identify specific applications of these algorithms on SL
Benfica processes, aiming for the optimization and enhancement of the relationship with the
fans and members.
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Benfica CRM machine learning Data