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Modelos para incremento da retenção em serviços desportivos regulares: análise preditiva e ações de fidelização
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Modelos para incremento da retenção em serviços desportivos regulares | 651.83 KB | Adobe PDF |
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Abstract(s)
As instalações desportivas que oferecem serviços desportivos regulares têm vindo a adotar sistemas ERP e CRM, existindo atualmente bases de dados com dados históricos de grande valia. Neste trabalho demonstramos que aplicando modelos preditivos a estes dados é possível identificar perfis de abandono. Com base nos perfis encontrados é realizado um planeamento de experiências, com grupos de teste e controlo, com vista a encontrar ações concretas de fidelização.
The sports facilities that offer regular sports services have been adopting ERP and CRM systems and there are now databases with historical data of great value. In this work, we demonstrate that by applying predictive models to these data it is possible to identify abandonment profiles. Based on the profiles found, experience planning is carried out, with test and control groups, in order to find concrete actions of loyalty.
The sports facilities that offer regular sports services have been adopting ERP and CRM systems and there are now databases with historical data of great value. In this work, we demonstrate that by applying predictive models to these data it is possible to identify abandonment profiles. Based on the profiles found, experience planning is carried out, with test and control groups, in order to find concrete actions of loyalty.
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Keywords
Serviços desportivos Análise preditiva Planeamento de experiências Fidelização Sport services Predictive analysis Experience planning Loyalty