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Publication
Determinação de padrões de desistência em ginásios
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Abstract(s)
O problema da retenção e das causas que levam à desistência da frequência do ginásio é uma questão que os ginásios e academias de fitness tentam há muito entender e consequentemente evitar. Tendo em atenção que a indústria do Fitness tem apostado na instalação massificada de sistemas avançados de Customer Relationship Management (CRM) existem atualmente bases de dados com dados históricos de grande valia. Este projeto tem por objetivo aplicar técnicas de classificação a estas bases de dados de forma a encontrar um método adequado para determinar padrões que permitam prever quais os utentes que irão abandonar ou cancelar a sua inscrição num período próximo, atendendo ao padrão do perfil de comportamento dos utentes que desistiram nos últimos meses, e criar uma ferramenta que forneça informação que permita aos gestores desses ginásios tomar medidas que permitam prolongar a duração da frequência dos utentes.
The retention problem and consequent causes that lead gym and fitness clubs users to cancel their membership is an issue to understand and consequently avoid. Bearing in mind that the fitness industry has focused on mass installation of Customer Relationship Management systems (CRM) there are currently databases with valuable historical data that allow us to study users’ behavior. This project aims to apply classification techniques to those databases in order to find a suitable algorithm that will identify patterns allowing us to predict which users will abandon or cancel their membership in a short term, given the profile and behavior patterns of users that have quit in the last months, and create a tool that provides information that allows gym managers to take measures to extend users’ membership.
The retention problem and consequent causes that lead gym and fitness clubs users to cancel their membership is an issue to understand and consequently avoid. Bearing in mind that the fitness industry has focused on mass installation of Customer Relationship Management systems (CRM) there are currently databases with valuable historical data that allow us to study users’ behavior. This project aims to apply classification techniques to those databases in order to find a suitable algorithm that will identify patterns allowing us to predict which users will abandon or cancel their membership in a short term, given the profile and behavior patterns of users that have quit in the last months, and create a tool that provides information that allows gym managers to take measures to extend users’ membership.
Description
Keywords
Retenção Data mining Marketing Fitness Churn
Citation
Pinheiro, Paulo; Cavique, Luís - Determinação de padrões de desistência em ginásios. "Revista de Ciências da Computação" [Em linha]. ISSN 1646-6330 (Print) 2182-1801 (Online). Vol. 10, nº 10 (2015), p. 33-60