ABSTRACT
This chapter identifies the difference between business intelligence and data analytics, two terms that are often used interchangeably. The chapter goes on to introduce different types of analysis that are commonly used in the business of sports, demonstrating the use case. These range from the simple use of email marketing metrics to improve communication, population mapping, customer churn and retention, the customer lifecycle, customer lifetime value, RFV analysis, predictive analytics, regression and correlation analysis, and propensity modelling. The chapter ends with a debate about the role and relevance of loyalty programmes.
The case study features the Portland Trail Blazers and specifically looks at their approach to retention modelling for season ticket holders.
