Winning back lost customers: the example of a European football club
07/19/2021
2 min
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In this video, Matthijs Meire, a Marketing Professor at IÉSEG , talks about his research on winning back lost customers, a group that is often overlooked but nonetheless very important.
His study took place in the context of a European soccer team for which we looked to predict which lost customers would return to support the team.
Matthijs Meire holds a Ph.D. in Applied Economics and is Professor of marketing at IÉSEG School of Management. He is an expert in deriving marketing and customer service insights from Big Data, with a focus on social media. Mostly, he loves combining theoretic insights with machine learning methods and advanced text analysis to provide clear guidance on how to use and understand social media data, or customer data in general. He has several top academic publications in the field of marketing and regularly works with companies to implement a data-driven approach to marketing.
