Predicting NBA Season Ticket Member Behavior

This presentation will focus on the National Basketball Association’s efforts to analyze the demographics, actions and survey responses of its most loyal fans, as spearheaded by the league’s Team Marketing & Business Operations (TMBO) department. By matching account-level independent variables and associated Member behaviors across multiple seasons, TMBO’s Strategy & Analytics group has been able to build a series of analytical tools to help NBA teams anticipate Member renewal decisions, estimate customer lifetime value and allocate Membership Service resources more efficiently. This session will provide an overview of these methodologies and highlight TMBO’s future plans in this area.

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