From the course: Transitioning to a Career in Sports Analytics

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Segmentation

Segmentation

From the course: Transitioning to a Career in Sports Analytics

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Segmentation

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- Compared to topics such as predictive analytics from our last video, segmentation can seem almost elementary by comparison, but segmentation work can carry hidden complexities, which make it far trickier than meets the eye, and much of it has nothing to do with the actual data work. Segmentation work is typically associated with customer segmentation, which allows a company to group its customers into distinct groups or personas based on their traits, behaviors, and desires. Sports organizations apply this type of modeling in order to determine which fans might be right for particular types of events, how frequently to be in touch with certain groups and the most effective communication style to reach target audiences. For instance, fans who are parents might be most interested in attending weekend events when their kids are out of school, and fans in their twenties may be more likely to respond to marketing done via social…

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