Spectator Sports
Seattle Seahawks
Super Bowl LX Champions
Problem
Food/merchandise purchases declined 13%, uncorrelated with the team’s performance
Sources
Discrete Choice Analysis, Classification Modeling, Sentiment Analysis
The Insight
Certain fans allowed grumbling to influence purchases, while others did not.
The Fix
Digital campaigns targeting the “Grumbling Fan.”
Result
Food/merchandise purchases increased 22% among Grumblers after one year.
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