Retaining professional basketball season ticket holders isn’t always a slam dunk. But by tying predictive models to marketing for those die-hard fans that make up the backbone of attendance, Anthony Perez has been able to direct targeted customer outreach and set the court for more analytics to come.

Last season, Perez and his team of three full-timers and an intern built a predictive analytics model for ticketing that factors in tenure, utilization of tickets, resale of seats and input from customer satisfaction surveys taken throughout the year.

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