i
Da a Analy ics in he Foo ball Indus y:
So ia Alexand a G i o Cunha
The Po uguese Foo ball Fede a ion Case
In e nship epo p esen ed as pa ial equi emen o
ob aining he Mas e ’s deg ee in Ad anced Analy ics
i
i
NOVA In o ma ion Managemen School
Ins i u o Supe io de Es a ís ica e Ges ão de In o mação
Uni e sidade No a de Lisboa
DATA ANALYTICS IN THE FOOTBALL INDUSTRY
The Po uguese Foo ball Fede a ion Case
by
So ia Alexand a G i o Cunha
In e nship epo p esen ed as pa ial equi emen o ob aining he Mas e ’s deg ee in Ad anced
Analy ics
Ad iso : Associa e P o esso Ped o Cab al
No embe 2021
ii
iii
To my Pa en s and my Sis e .

i
ACKNOWLEDGEMENTS
Fi s o all, I would like o hank he Po uguese Foo ball Fede a ion o he oppo uni y o ca y ou
he cu icula in e nship ha allowed me o comple e my mas e 's deg ee. Jus as I also wan ed o
hank all he eam I was inse ed in du ing his pe iod, he In elligence and Cus ome Se ice
Depa men , bu especially he Analy ics eam and he membe s o he Po ugal Foo ball
Obse a o y.
I wan o hank my ad iso , P o esso Ped o Cab al, o his guidance h oughou he p epa a ion o
his in e nship epo , and o his cons an willingness o help me a all imes.
I hank he College, NOVA In o ma ion Managemen School (NOVA IMS) o he aining du ing hese
wo yea s o mas e 's deg ee, o all he knowledge I ha e acqui ed along his ou e, and also o he
oppo uni ies I ha e been gi en.
I would like o hank all my iends and companions since ea ly age, om school, ISCSP and IMS who
ha e always accompanied me along his jou ney, who ha e always helped me and mo i a ed me o
be be e .
Finally, and he mos special hanks o all is o my pa en s and o my sis e , o cons an ly mo i a ing
me, suppo ing, and guiding me, bo h in my academic and pe sonal ca ee . Thank you o always
being he e. Thank you o belie ing in me. Wi hou he h ee o you, I ne e would ha e go en
whe e I am.
i
ii
ABSTRACT
In he oo ball indus y, an inno a ion ha has eme ged and is inc easingly aking on a mo e
impo an ole is Da a Analysis. Wi h he a emp o seek a compe i i e ad an age, Big Da a was
in oduced as a way o ob ain alue and insigh s om in o ma ion ha a i s seemed useless.
Which leads o a new e a in oo ball and spo s o ganiza ions whe e decisions a e made based on
da a. Thus, he main objec i e o his in e nship epo is o p esen a desc ip ion o he
implemen a ion o he a ious da a analysis and in elligence me hodologies in he spo sec o .
Namely in a Foo ball Fede a ion, whe e he main spo s unde s udy a e Foo ball, Fu sal and Beach
Foo ball, comp ising all educa ional and p o essional sec o s. This in e nship ook place a he FPF
(Po uguese Foo ball Fede a ion), in wo di e en spaces. These being he Po ugal Foo ball
Obse a o y and he Depa men o In elligence and Se ice o he Fan, hus suppo ing he a ious
s udies and analyzes de eloped. The main esul expec ed om he comple ion o his in e nship was
he de elopmen o esea ch me hodologies, analysis and isualiza ion o da a ela ed o oo ball,
and hei applica ion h ough da a analysis echnological ools.
KEYWORDS
Foo ball; Spo s; Da a Analysis; Segmen a ion; Business In elligence; Decision Making.
xi

1
1. INTRODUCTION
Based on he lea nings h oughou he 1s yea o he Mas e ’s P og am, his in e nship epo is he
applica ion o he knowledges acqui ed. The in e nship was o 8 mon hs (app oxima ely 700h) in a
Foo ball Fede a ion, he Po uguese Foo ball Fede a ion.
The in e nship aims o de elop a se o s udies and ieldwo k, wi hin he scope o he Po ugal
Foo ball Obse a o y p ojec , as well as in he In elligence and Cus ome Se ice Depa men ,
suppo ing he s udies and analyzes ha ha e been de eloped o e he cou se o he p ojec
in e nship, con ibu ing o he comple ion o he mas e 's hesis.
The pu pose o he in e nship was o allow a p i ileged con ac wi h he p o essional eali y, aiming
o comple e and pe ec he acqui ed skills, as a way o con inuing he school pa h al eady
accomplished. The main expec ed ou come wi h he in e nship was he de elopmen o esea ch
me hodologies, analysis and isualiza ion o da a ela ed o oo ball and o he hemes ela ed wi h
he wo k de eloped by a Foo ball Fede a ion, as well as i s applica ion h ough echnological ools.
Th oughou he epo i is possible o e i y he di ision in o se e al chap e s, speci ically: An
in oduc ion o he in e nship, he ins i u ion and he se e al p ojec s ca ied ou (Chap e 1); In his
pa , he Li e a u e e iew/Theo e ical F amewo k is made a con ex ualiza ion abou he heme
(Chap e 2); The hi d pa o he epo is whe e he in e nship will be desc ibe, namely he p ojec s,
da a and ools (Chap e 3); The ou comes in e ms o Acqui ed Skills a e desc ibed nex (Chap e 4);
The conclusion on he in e nship and wo k done (Chap e 5).
1.1INSTITUTION CONTEXT
1.1.1His o y
The p edecesso o he cu en Po uguese Foo ball Fede a ion (Figu e 1) was he Po uguese
Foo ball Union (UPF) ha was c ea ed by he egional associa ions o Lisbon, Po aleg e and Po o on
Ma ch 31, 1914. I s pu pose was o o icially c ea e he Na ional Team, his because FIFA i only
allowed he pa icipa ion o eams when hey we e pa o a Na ional Fede a ion, made o icial on
Augus 26, 1914 (FPF, 2021).
Figu e 1. Po uguese Foo ball Fede a ion Logo.
The FPF as an ins i u ion comp ises 22 dis ic and egional associa ions, p o essional club leagues,
spo s agen s' associa ions, spo s clubs o socie ies, playe s, coaches, and e e ees.
In he modali ies (Foo ball, Fu sal and Beach Foo ball) go e ned by he supe ision o he FPF he e
a e 23 Na ional Teams, di ided by he a ious ca ego ies o o ma ion and senio , as well as by he
gende o he a hle es. Cu en ly, Po ugal has 221,137 Foo ball playe s, 56,558 Fu sal playe s and
2
1,029 Beach Foo ball playe s. Which makes a o al o 270,724 p ac i ione s in Po ugal o he
modali ies go e ned by he FPF.
The main ocus o FPF is he ep esen a ion a na ional and in e na ional le el o Po uguese
Foo ball, i s compe i i e managemen and o ganiza ion o compe i ions. I also aims o de elop he
spo in Po ugal acco ding o he alues ha go e n he ins i u ion. These objec i es a e achie ed
h ough he aining o spo s agen s.
1.1.2The O ganiza ion
The FPF is o ganized in such a way ha i is possible o enhance and ealize i s ision, mission, and
alues. This s uc u e is subdi ided in o wo essen ial pa s, he Social En i ies, and he di e en
Depa men s.
The Social En i ies a e: Chai man, Gene al Mee ing, Boa d o Di ec o s, Fiscal Council, Jus ice Council,
Disciplina y Council, A bi a ion Council.
The exis ing Depa men s a e: Comme cial, Foo ball Ci y, Compe i ions and E en s, Financial, Legal,
In o ma ion, Ma ke ing and New Business, People and Media, Po ugal Foo ball School, In elligence
and Cus ome Se ice, Human Resou ces and Adminis a ion, Reco ds and T ans e s, Responsibili y
Social and Public Rela ions, Se ice o Selec ions, Technology, Ce i ica ion Uni , Heal h and
Pe o mance Uni .
1.1.3Vision
FPF's ision is o ein o ce i s ole as he main e e ence o Foo ball in Po ugal, as well as o p omo e
i s de elopmen . This ision has as objec i e he ecogni ion o he p ojec wi h high ele ance in
Eu ope and in he Wo ld.
I wo ks as a dynamic o ganiza ion o spo s, social, economic, educa ional and leisu e ac i i ies in
Foo ball. This, conside ing he cons an g ow h in he impo ance o aining a younge ca ego ies,
in he economy and in he Po ugal in e na ional oo p in .
1.1.4Mission
FPF's mission is o p omo e, in a way, he coo dina ion, dynamism, de elopmen and o ganiza ion o
oo ball as a whole. This mission aims o ensu e he con inued g ow h o he spo in Po ugal,
consequen ly inc easing compe i i eness in he in e na ional scena io.
Fo he ul illmen o his mission, he e is in e na ional and in ana ional coope a ion, as well as
public-p i a e pa ne ships. These coope a ion’s wo k o achie e he mission as expec ed, his in a
ision o independence and mu ual bene i .
1.1.5Values
To suppo FPF’s ision and mission, he e a e se e al alues ha wo k o imp o e condi ions, as well
as o achie e he objec i es. The alues go h ough:
1. Fo FPF, success only exis s when all i s pa ne s achie e i oo, as well as always helping
hem each hei goals.
3
2. The p inciples ha go e n he FPF ha e he unc ion o sus ainable de elopmen ,
co esponding o he e hical, social, and en i onmen al obliga ion s anda ds i s objec i es.
3. FPF wo ks based on a democ a ic s uc u e and h ough dialogue wi h pa ne s.
4. FPF encou ages inclusion, knowledge acquisi ion, as well as a heal hy li es yle.
5. Ze o ole ance o acism, disc imina ion, iolence, and he lack o cla i y o he games and
esul s is an essen ial poin o he FPF.
6. FPF in ends o a ionally and wi h a en ion o he economic pa o Foo ball, ensu e ha
he e is always anspa ency, in eg i y, loyal y, and hones y a all imes.
1.2PROJECT OVERVIEW
Du ing he in e nship I was wo king in wo impo an pa s o he FPF, namely he ecen p ojec
Po ugal Foo ball Obse a o y, as well as in he In elligence and Cus ome Se ice Depa men , bo h
desc ibe bellow.
1.2.1Po ugal Foo ball Obse a o y
C ea ed in Ma ch 2021, unde Po ugal Foo ball School (Figu e 2) esponsibili y, he esea ch and
de elopmen uni o he Po uguese Foo ball Fede a ion. The c ea ion o he Po ugal Foo ball
Obse a o y (PFO) was made wi h a collabo a ion be ween h ee essen ial depa men s o he
Po uguese Foo ball Fede a ion (FPF), namely he In elligence and Cus ome Se ice Depa men , he
Heal h and Pe o mance Uni and he Po ugal Foo ball School (Po ugal Foo ball Obse a o y, 2021).
Figu e 2. Po ugal Foo ball Obse a o y Logo.
The main objec i e o he PFO p ojec is o collec and analyze in o ma ion om se e al sou ces. This
esea ch makes possible o ob ain conclusions on Foo ball, a e m ha includes all he exis ing
a ian s (Foo ball, Fu sal, Beach Foo ball and eFoo ball). All he analysis has in o accoun he gende
o he a hle es, he ca ego y hey a e inse ed and he compe i ion le els. And also, he season along
wi h he e olu ion du ing hem.
O he poin s whe e he PFO is ocused is in he suppo o esea ch, c ea ion o a capabili y o
dissemina e knowledge o imp o e he spo s policy and p ac ices o he modali ies s udied. As well
as he es ablishmen o pa ne ships wi h o he ins i u ions o he ad ancemen o esea ch in he
a ea.
I s main objec i e is he cons uc ion o a s age whe e i is possible o acqui e knowledge, deba e and
discuss. This in o de o make possible a be e and g ea e de elopmen o Foo ball in Po ugal.
4
1.2.2In elligence and Cus ome Se ice Depa men :
In elligence/Analy ics
The In elligence and Analy ics pa is ela ed o e e y hing ha conce ns knowledge and aising i , in
o de o b ing as many insigh s as possible. The ini ial ocus o his sub-depa men was o ob ain
da a h ough collec ion campaigns, he in eg a ion o da a ha al eady exis ed in ex e nal sou ces,
communica ion ac ions wi h suppo e s.
The knowledge pa wo ks a lo wi h he de elopmen o s udies and analyzes. Namely ega ding he
sa is ac ion o FPF suppo e s, he p oduc ion o analyzes o e lec and adjus s a egies,
in e ac ions on social ne wo ks, suppo o he de elopmen o business plans, p oduc ion o s udies
on a ious opics.
Cus ome Se ice
This pa o he depa men comp ises a ew di e en asks. These a e based on Cus ome Ca e, ha
is, e e y hing ela ed o cus ome se ice, icke o ice, CRM (Cus ome Rela ionship Managemen ),
among o he poin s. The a endance o he an and all his moni o ing o his expe ience made he
app oach o he ans some hing eal, as well as a digi al and ace- o- ace managemen in momen s o
he game.
O he pa o a g ea ocus is Email-Ma ke ing, which wo ks as a way o sending messages, in his
case emails, ele an and pe sonalized acco ding o he a ge audience o each message. This
submission is made o subsc ibe s o he newsle e s, an page, icke o ice cus ome s, among o he
da a in he FPF da abases.
As o he Po ugal S o e, which is pa ly a coope a ion be ween his depa men and ha o
Ma ke ing and New Business. I ocuses on ma ke ing campaigns, s ock managemen , sales, e c.
Ano he e y essen ial poin is Po ugal +, he o icial an club o he na ional eams. I was launched
in 2018 o b ing ans and eams close oge he , wi h he aim o ans o ming pla o m ollowe s in o
acquain ances (membe s o da abases).
Social Media
They manage he social ne wo ks o he di e en pages, and o he a ious ypes o digi al pla o ms.
The pages managed by he sub-depa men o social ne wo ks a e Po ugal, Liga Re elação, Liga BPI,
Liga Placa d, Canal 11. This sepa a ion o suppo e s by di e en pages se es as a way o c ea e a
segmen a ion by as es and in e es s, and hus achie e a g ea e and mo e speci ic a ge audience.
Responsible o image edi ing, con en c ea ion and p oduc ion o publica ion on he a ious pages.
5
2. THEORETICAL FRAMEWORK
The e is a g owing connec ion be ween spo and in o ma ion echnologies, which makes i a much
mo e used ool in spo s o ganiza ions. Wi h he a emp o g ow mo e and mo e, o ganiza ions ha e
been ying o unde s and how o do i . In his way and aking in o accoun he amoun o da a ha
can be collec ed du ing spo s p ac ices and ha can p omo e impo an conclusions o his g ow h
and in o de o imp o e spo s p ac ices.
Wi h he g ow h o Da a Analysis, he Foo ball Indus y saw as an added alue he use o Da a
In elligence, wha co esponds o use Da a Analysis and Business In elligence in he daily analysis,
namely in a way o suppo he decision making o games, g ow h, and o imp o e he alue. In his
way, he usage o Foo ball da a has o ace a se o challenges du ing he p ocess o u iliza ion. The
i s one, is ela ed o he da a collec ion and o ganiza ion in o da abases, because i wasn’ a no mal
p ocedu e o cap u e da a du ing he p ac ices, o e en o collec da a om suppo e s o make
decisions. The o he challenge is ela ed o he language o he da a, by his wha i is mean o be is
ha he da a needs o be ansla ed in a way ha he in o ma ion and conclusions acqui ed by he
da a a e accessible o e e ybody, ha is, ha he da a need o answe o he p oposed ques ion de
o ma simples, e abo e all, he analyses mus be wi h a daily language ha hey can easily
comp ehend o be accessible o all in he Foo ball O ganiza ion. (Jan Van Haa en, 2021).
BUSINESS INTELLIGENCE AND ANALYTICS
P og essi ely h oughou he e olu ion o he wo ld and echnologies, he combina ion o Business
In elligence and da a analysis has become a opic o g ea e in e es o esea che s and in o ma ion
sys ems wo ke s. In his way, he eal impo ance o he da a was pe cei ed, bu abo e all he
in o ma ion ha can be ob ained om hem and he ad an ages hey p o ide in he sho and long
e m. Wha made ha se e al indus ies, such as insu ance, sales, elecommunica ions,
en e ainmen , among o he s, ha e inc easingly be on hese echnologies.
Business In elligence and Analy ics is desc ibed by Chen e al., (2012) as “ he echniques,
echnologies, sys ems, p ac ices, me hodologies, and applica ions ha analyze c i ical business da a
o help in he en e p ise be e unde s and i s business and ma ke and make imely decisions”.
The e o e, he use o hese ools by o ganiza ions has as i s main ocus he a emp o ake he
g ea es possible ad an age o nume ous da a and in o ma ion sou ces, his o somehow acili a e
he decision-making p ocesses.
So, Business In elligence wo ks as a ool/so wa e whose objec i e is o ans o m da a and
in o ma ion in o insigh s ha a e accessible o e e yone in o de o help in decision making and
es ablishing s a egies o he o ganiza ion. The ools used make i possible o p esen da a in he
o m o epo s, Dashboa d, as well as in di e en ypes o iews, which allows all use s o
unde s and he in o ma ion ha esul s om hem abou he o ganiza ion. This is because Business
In elligence also e e s o he ac ha he ools esul in quick and objec i e insigh s in o he cu en
s a e o he o ganiza ion, as well as he pas due o he ac ha he da a is his o ical (P a and
F uhlinge , 2019). I s main objec i e is o be e suppo decision making, wo king as a DSS (Decision
Suppo Sys em). In his way, i is a sys em ha allows access in he o m o isualiza ions o
his o ical and cu en da a and, a he same ime, o o ecas s.

6
Taking alue ou o da a in o de o p omo e alue, o c ea e answe s o ques ions ha un il hen
we e he o ical. In his way, Da a Analysis is he p ocess whe e s a is ical and logic ools a e applied
o pe o m he desc ip ion, e alua ion, and illus a ion o he collec ed da a. Wha can also be
unde s ood as he se o analy ical me hods whe e i is possible o “d aw induc i e in e ences om
da a and dis inguish he signal ( he phenomenon o in e es ) om he noise (s a is ical luc ua ions)
p esen in he da a (Shamoo and Resnik, 2009)”.
The e a e se e al applica ions o Business In elligence and Analy ics ools, including Dashboa d, Da a
Mining and Da a Wa ehouse, ETL p ocess (Ex ac , T ans o m and Load), KPI (Key Pe o mance
Indica o s), among o he s.
Ha ing in o accoun he applica ions lis ed abo e, Da a Mining, which co esponds o he ex ac ion
o knowledge om da a ia Da a Science echniques. Da a Mining is, as well, an Unsupe ised
Lea ning me hod, essen ially i uses clus e ing and segmen a ion o ind pa e ns and classes, so i
wo ks as a desc ip i e me hos. Also known as Knowledge disco e y om Da a (KDD), which he main
ocus is o disco e pa e ns and ends om la ge amoun s o Da a using se e al echniques.
Because i ans o ms la ge amoun s o da a, i wo ks like inding a small piece o knowledge in he
middle o some hing ha was appa en ly jus in o ma ion (Chapman P. e al.,2000). Fo his, he e is
a p ocess composed o se en s eps o he disco e y o knowledge, namely:
1. Da a Cleaning, whe e he da a is ea ed as he noise is elimina ed and he consis ency o he
da a e i ied.
2. Da a In eg a ion, in which da a a e combined so ha la e conclusions can be d awn.
3. Da a Selec ion, which is he momen when he mos ele an da a a e selec ed om he
base da e.
4. Da a T ans o ma ion whe e da a is p ocessed and consolida ed so ha i is eady o
agg ega ion, summa iza ion, and analysis ope a ions.
5. Da a Mining is he essen ial p ocess in which In elligence and Analy ics me hods a e used o
ind pa e ns.
6. Pa e n E alua ion is he momen when he pa e ns and ends ha ep esen he
knowledge ob ained h ough he da a a e iden i ied.
7. Knowledge P esen a ion is whe e he epo ing o he conclusions ob ained is ca ied ou ,
mainly ia isualiza ions.
DATA PREPROCESSING AND DATA PREPARATION
O he se en s eps o disco e y o knowledge men ioned in he pa ag aph abo e, he ones ha
belong o his pa o he p ocess a e: Da a Cleaning, Da a In eg a ion, Da a Selec ion and Da a
T ans o ma ion (Figu e 3). These ou s eps co espond o p ocess o ans o ming aw da a in o da a
ha can be used in analysis and also in he modelling p ocess. Ha ing his phase as he objec i e o
answe ques ions such as “How can he da a be p ep ocessed in o de o help imp o e he quali y o
he da a and, consequen ly, o he mining esul s? How can he da a be p ep ocessed so as o
imp o e he e iciency and ease o he mining p ocess? (J.Han e al., 2012)”.
7
Figu e 3. Fo ms o Da a P ep ocessing (J.Han e al., 2012).
In his way, i is e i ied ha he ac ha hese p ep ocessing echniques a e applied be o e
explo ing he da a, he e is an imp o emen in he quali y o he analyses, as well as he ac ha he
ime needed o hei elabo a ion is also smalle , due o he e iciency and e ec i eness allowed
(J.Han e al., 2012)”. This is because o an analysis o wo k well and co ec ly, he exis ence o
quali y in he da a is necessa y, which is possible o gua an ee h ough hese echniques, allowing
he Accu acy, Consis ency and Comple eness ac o s o exis . This da a quali y is pe missible due o
he ac ha his s eps, he main objec i e is o ans o m da ase in o a mo e comp ehensible se o
in o ma ion. Basically, hese s eps allow ha he quali y o he analysis imp o e, his because i good
da a exis s, good analysis will also exis , since i 's a p e equisi e.
The main ocus o he da a p e-p ocessing and da a p epa a ion is o elimina e he signals and noise
ha exis s on he da a. Basically, i co esponds o elimina e o ea he ou lie s ( alues ha di e
om he es o da a), ea he missing alues, ea duplica e alues, and ea some o he
inconsis encies.
SPORTS ANALYTICS
The impo ance o da a science and analy ics in he wo ld is inc easingly no ed, namely Big Da a,
A i icial In elligence, Business In elligence, Machine Lea ning and Da a Analysis, so 'Spo s indus y
seems o be one o he mos p omising applica ions o hese mode n echnologies '(Pa el e al,
2020). In his way, we can cha ac e ize spo analysis as an applica ion o spo s his o ical da a o
ela ed o spo s o ganiza ions (example o spo s ans and agen s), desc ip i e and p edic i e
models in o de o unde s and he p esen and u u e o he indus y, as well as he use o
in o ma ion sys ems o mo e in o med decision making (Pa el e al., 2020) These da a, a e
collec ed, a e ea ed in o de o unde s and he in o ma ion ob ained, namely, hey a e
8
s anda dized, and analyzed using a a iable o me ics. The e o e, he da a in luence he decision-
making p ocess, as when analyzed, i is possible o see ends and pa e ns in he da a, which in a
way makes he chances o success g ea e , bo h a he spo ing and he o ganiza ion le el.
Func ioned as a Spo s Analysis F amewo k (Figu e 4), whose knowledge makes decision-making
mo e sus ainable in o ganiza ions, as well as imp o es hei decision sys em (Mo gule e al., 2018).
Figu e 4: Spo s Analysis F amewo k (Mo gule e al., 2018).
This Spo s Analysis F amewo k (Figu e 4) shows ha he e is a wo k low ha begins wi h ob aining
in o ma ion om di e en sou ces and in di e en ways. When ha ing con ac wi h his in o ma ion,
i is hen possible o ca y ou a managemen , he so-called da a managemen phase, whe e he
p e iously men ioned s ep o da a p ep ocessing and da a p epa a ion comes in o ac ion. Wi h hese
wo pa s o he low ca ied ou , i is hen possible o ca y ou he p ope analysis, using di e en
me hodologies and me ics o acili a e he inal objec i e, which is decision-making based on he
conclusions ob ained du ing he analysis p ocess.
While his amewo k p o ides a high-le el ep esen a ion o how and whe e his ype o p ojec
c ea es alue in compe i i e spo s, i d i es mo e accu a e examples o alue c ea ion a each le el
o analysis (ins i u ional, o ganiza ional, and indi idual le els). Wi hin each "sub-model", speci ic
de ails abou he na u e o he Business In elligence and Analy ics ini ia i es, along wi h a speci ic
con e sion, con ingencies and alue measu es c ea ed om hose same ini ia i es.
A s uc u e was also de eloped (Caya & Bou don, 2016) in o de o ealize he alue ha in es men s
in Business In elligence and Analy ics can p omo e o p ojec s in spo s o ganiza ions in whe e hey
will be inse ed (Figu e 5). Thus, he e a e 4 ca ego ies in he o ganiza ion, which a e he ollowing
ones:
▪ Ins i u ional, which ela es o he ins i u ions and spo s ede a ions ha manage he spo ,
as hey a e he main s uc u e, hence his le el is conside ed he main ca ego y.
▪ O ganiza ional, i is he in e media e ca ego y ha co esponds o he eams and hei s a .
Fo example, he en i e adminis a i e and managemen pa o he club, coaches, and
analy ical suppo eam. This ca ego y also includes in o ma ion ela ed o club cos s and
income, as well as icke sales, sala ies, among o he s. Indi idual ela es o a hle es.
9
▪ Ex e nal Ac o s, which a e he g oup o people who a e no di ec ly conce ned wi h he
ans o ma ion and he c ea ion o alue, bu a e he main consume s o spo s da a, as hey
a e ans, da a analysis companies, spo s blogge s, ec . These ac o s a e one o he main
people esponsible o making i essen ial o in es in Business In elligence and Analy ics.
Figu e 5. Model o alue c ea ion om Business In elligence & Analy ics in compe i i e spo s (Caya
& Bou don, 2016).
This model (Figu e 5) shows which in es men s need o be made in BI and Analy ics, in which ools o
c ea e alue and wha possible ou comes may a ise, which also exis o each le el o analysis. Thus,
his model demons a es he ypes o in es men s ha mus be made, such as in so wa e,
isualiza ions, in o ma ion eposi o ies, among o he s. As well as saying examples o con ingencies o
con e sion. Finally, eaching he end o he model and he inal objec i e, which is he c ea ion o
alue o each o he le els h ough he use o BI and Analy ics ools.
Meanwhile, Caya and Bou don also p o ide examples o how he applica ion o hese echnologies is
impo an a o he le els beyond he compe i ion i sel in o de o c ea e e en mo e alue om
exis ing da a, in his case a h ee le els:
▪ A he Ins i u ional le el he e is an in es men in he c ea ion o i e a i e iews, as well as in
social media and ad e ising, his because hey in end o ha e a s a egic posi ion. Thus, he
c ea ion o aims o ealize he sa is ac ion o ans and he en i e spo s communi y, as well as
p omo ing an inc ease in he ins i u ion's e enues.
▪ A he O ganiza ional le el he e is an in es men in specialized so wa e o analyze da a, as
well as in algo i hms and s a is ical ools. Tools ha help in da a managemen , opening up o
digi al ans o ma ion. These in es men s a e aimed a c ea ing alue by imp o ing he
p epa a ion o games and a hle es, his o ically due o his o ical analysis, and also so ha
he e is an inc ease in e enue.
16
Figu e 8. Women’s Foo ball S udy Me hodology Diag am.
Fu sal
In his pa icula pa o he in e nship, and wi hin he PFO p ojec , i is in ended o answe he
ques ion ‘The e olu ion o Fu sal in Po ugal and he ic o y in he 2018 Eu opean Championship as
an accele a o o g ow h?'. Thus, we analyzed he su eys conduc ed o a hle es who p ac ice he
spo , o o me a hle es, hose who only like u sal. The e o e, and analyzing he main sou ce o
da a i was possible o pe cei e he impac ha he ic o y in he Eu opean had in he modali y, as
well as he g ow h o he p ac ice o u sal in Po ugal. The e o e, he ollowing diag am (Figu e 9) is
he squa e o he ma ke s udy ealized o his s udy.
Figu e 9. Fu sal S udy Me hodology Diag am.
Rela i e Age E ec
The main objec i e o his s udy is o espond o his pa icula ques ion ‘Does he ime o he yea in
which one is bo n condi ion he oppo uni y o be a g ass oo s a hle e?’. So, his is all in ended o
analyze he impac ha he mon h, whe he he ac o being bo n a he beginning o a he end o
he yea is a decisi e ac o o be a good a hle e o no in he u u e. Thus, da a we e collec ed o be
analyzed in o de o pe cei e he exis ing dis ibu ion by qua e o bi hs. Fo his s udy i was also
necessa y o c ea e a able wi h da a ela ed o ce i ied clubs o o he analyses pe o med by o he
PFO membe s. The e o e, he ollowing diag am (Figu e 10) is he esume o he wo k pe o med in
his s udy.

17
Figu e 10. Rela i e Age E ec S udy Me hodology Diag am.
Replacemen Minu e Impac
This s udy is abou he impac o al e ing he numbe o playe s subs i u ions in he Po uguese
league. In his way i was necessa y o collec da a on subs i u ions made in he ma ches o he main
Eu opean oo ball leagues. The e o e, i was necessa y o collec da a h ough he ex e nal da abase,
OPTA. The ollowing diag am is he summa y o he ask conce ned (Figu e 11).
Figu e 11. Replacemen Minu e Impac Me hodology Diag am.
3.3.3In elligence and Cus ome Se ice Depa men
Wi hin he p ojec o he In elligence and Cus ome Se ice Depa men se e al ad hoc analyses
we e de eloped in o de o help in he decision making, and also o e alua e he cu en image o
he di e en modali ies inside Foo ball, and also he image om he FPF as an o ganiza ion wi h a
di e se pu pose. In he way i was de eloped Analysis, being hem:
1. Co id-19 Impac .
2. Da abases Analysis.
3. Analysis o he g ow h o ede a ed a hle es.
4. Lis ing o Foo ball Associa ions o inancial suppo .
5. Po ugal S o e S ocks Managemen .
18
Co id-19 Impac
Du ing his ad hoc analysis, he main objec i e was o unde s and he impac ha he pandemic
si ua ion caused in he Foo ball Clubs in e ms o income and associa ed cos s, which is summa ized
in he diag am (Figu e 12).
Figu e 12. Co id-19 impac Me hodology Diag am.
Da abases Analysis
Wi h he pu pose o knowing how he image o he da abases is, his analysis was ca ied ou . To
be e unde s and i was pe o med in gene al, since he c ea ion o each o he da abases. As well
as only since 2018/2019 o ha e a mo e eal image o he g ow h o ecen imes. The esume o he
analysis is he ollowing diag am (Figu e 13).
Figu e 13. Da abases Analysis Me hodology Diag am.
Analysis o he g ow h o ede a ed a hle es
This analysis is jus o unde s and and isualize he e olu ion o he g ow h a e o ede a ed Foo ball
playe s o e he las 9 seasons (Figu e 14).
Figu e 14. Analysis o he g ow h o ede a ed a hle es Me hodology Diag am
19
Lis ing o Foo ball Associa ions o inancial suppo
A und has been se up o he alloca ion o inancial suppo by he FPF and he Po uguese S a e,
due o he si ua ion and he lack o e enue la gely because o he s opping o compe i ions. Thus, i
was necessa y o analyze he da a sen by he Foo ball Associa ions abou he clubs o each
associa ion and buy hem wi h hose o he da abases. This p ocess is summa ized in he ollowing
diag am (Figu e 15).
Figu e 15. Foo ball Associa ions Financial Suppo Me hodology Diag am.
Audiences Liga NOS and Supe Liga
An analysis was ca ied ou on he audiences o he main Po uguese Foo ball League, he Liga NOS,
and Supe Ligue, a league ha would be c ea ed by he main Eu opean Foo ball Clubs. Fo his
analysis i was necessa y o collec da a abou he oo ball games played by he clubs om di e en
da a sou ces. The plan o wo k is he ollowing diag am (Figu e 16).
Figu e 16. Audiences Liga NOS and Supe Liga Me hodology Diag am.
Po ugal S o e S ocks Managemen
In o de o unde s and and isualize wha ’s happening in he Po ugal S o e in e ms o p oduc s
s ocks i was necessa y o c ea e a ile wi h all he in o ma ion abou ha , namely abou he amoun
o each p oduc ha exis s in s ock, o how long he p oduc s ha e been in s o age, wha a e he
p oduc ion and sale p ice, and inally how much is he p o i ma gin o each one o hem. Ano he
pa o wo k, and a e his one, was he cons uc ion o a Dashboa d wi h all he in o ma ion
p esen in he ile c ea ed, in o de ha he da a is accessible o all membe s o he o ganiza ion.
The e o e, he ollowing diag am (Figu e 17) is he summa y o he asks pe o med in his analysis.
20
Figu e 17. Po ugal S o e S ocks Managemen Me hodology Diag am.
21
4. RESULTS
4.1INTERNSHIP EXPERIENCES
As explained in chap e 3, in he poin on he In e nship Desc ip ion, i is possible o e i y ha i was
composed o h ee di e en phases:
▪ T aining Pe iod.
▪ The p ojec s ha a e pa o he Po ugal Foo ball Obse a o y.
▪ Ad hoc analysis o he In elligence and Cus ome Se ice Depa men .
4.1.1T aining Pe iod
Du ing his pe iod, I had my i s con ac wi h he FPF da abases, p e iously desc ibed in sec ion 3.1.5
o his epo , which a e composed o da a om he Po ugal S o e, Ticke O ice, SCORE and
Po ugal +. In o de o be able o wo k wi h hese da a, pa icula ly wi h ega d o hei collec ion, o
la e be wo ked on and conclusions d awn om hem, i was planned o lea n how o wo k wi h SQL.
Fo lea ning and be e consolida ion o SQL knowledge, se e al in oduc o y exe cises we e
pe o med, which wo ked as hypo he ical si ua ions o da a ha in he u u e would ha e o be
emo ed, o e en ela ed o how o know and ha e knowledge o exis ing da a in each o he
da abases, as well as he di e en ables ha compose hem. As well as o ha e an a mosphe e wi h
he wo k, p esen a ions o he analyzes we e also ca ied ou o lea n how hey would ha e o be
ca ied ou in he u u e in o icial wo k and o decision-making.
In his way, he ini ia ion exe cises and he small analyzes we e ela ed o:
1.Ta ge ing suppo e s o Po ugal + and Po ugal S o e o email ma ke ing campaigns. The e o e,
o c ea e his segmen a ion i was necessa y o ake in o accoun he Suppo e Value Ma ix (Figu e
18). In his ma ix, each suppo e is classi ied acco ding o he commi men he holds, such as isi s
o he websi e, open emails, and isualiza ion o he con en h ough he click. And also aking in o
accoun he income om i , such as pu chases a he o icial s o e, pu chases a he icke o ice.
Ano he poin o be conside ed is he suppo e 's senio i y in he FPF da abase.
Figu e 18. Suppo e Value Ma ix
To ca y ou segmen a ions also ela ed o email ma ke ing campaigns, i was also necessa y o ake
in o accoun he so-called Suppo e Li e Cycle, which co esponds o he classi ica ion o suppo e s
acco ding o

22
1. Da abase no ac i a ed: he suppo e does no au ho ize con ac ia email.
2. P e-ac i e: suppo e s who ha e no ye been con ac ed bu a e eligible o he same.
3. New: suppo e s who ha e 1 o 3 con ac s, howe e hey ha e no ye c ea ed
Engagemen , as hey ha e no made pu chases o opened hei emails.
4. Ac i e: suppo e s who open emails and make pu chases, c ea ing Engagemen , bu who
a he same ime a e ne e classi ied as Suspended.
5. Unknown: suppo e s who had mo e han 3 con ac s, howe e hey ne e opened any,
who do no show in e es in he in o ma ion sen .
6. Non-ac i e: suppo e s who ha e mo e han 10 con ac s, bu who ha e ne e opened
any emails, o c ea ed any ype o Engagemen .
7. Suspended: suppo e s who we e ac i e, howe e did no open he las 10 emails sen .
8. Reac i e: a e hose who we e suspended o no ac i e, bu who made a pu chase o
opened an email, ha is, hey e u ned o c ea ing Engagemen a e some ime s opped.
Basically, and conside ing hese a ings o ans, he exe cises pe o med we e ela ed o he
collec ion o emails ia SQL om ans, being il e ed acco ding o he commi men and he e enue
hey p omo e o he FPF, namely o he Po ugal S o e, Po ugal + and o he Ticke O ice, bu also
acco ding o how ac i e hey a e o campaigns, o con ac ia email, among o he ways o c ea e
commi men .
Thus, email collec ions we e ca ied ou ia SQL o ques ions such as 'Wha is he email add ess o
Po ugal+ membe s who ha e al eady been o games?', 'Wha is he email add ess o Ac i e/Reac i e
membe s who ha e been o he Na ional Team games (di iding be ween which ones a e TOP and
which ones a e Engaged)?'. These wo ques ions a e a small sample o he segmen a ions and
a ge ing ha we e necessa y as a way o se ing hese da abases.
2.Ta ge ing SCORE membe s. As a way o know he composi ion o he SCORE da abase, which
ables he e a e ( he joins be ween ables ha we e necessa y o know la e on o ca y ou he
necessa y analysis and which could be done), he columns and da a ha can be emo ed in o de o
c ea e knowledge, and o answe ques ions o u u e wo ks and p ojec s, namely Ad Hoc and PFO
analyses. This en i e exe cise was pe o med using que ies and SQL.
The e o e, and as a i s exe cise, i was he answe o ques ions in o de o d aw he p o ile o a
spo s agen , in his case he p o ile o an a hle e wi h only he agen 's license numbe . The collec ed
da a hen co esponded o name, age, na ionali y, email, elephone numbe , gende , spo , le el,
di ision, ype o oo ball, in how many seasons he played, and in how many eams he played.
The e o e, i was possible o ully cha ac e ize, aking in o accoun he exis ing da a in he SCORE
da abase, he p o ile o an a hle e.
Ano he exe cise ca ied ou based on he SCORE da abase was ela ed o he numbe o en ies in
he 2020/2021 season ( he ime in which he analysis was ca ied ou ), as well as o p e ious
seasons. The e o e. Ques ions we e answe ed ega ding he numbe o en ies by le el, by Regional
Spo s Associa ion, by Na ionali y, by age. As well as, ega ding he Regional Spo s Associa ions and
he membe clubs o each one o hem, he conclusions being ega ding he o al numbe o eams,
le els, he o al numbe o a hle es pe club.
23
Wi h da a ela ed o he Na ional Teams, bo h in Foo ball and Fu sal, ano he exe cise was ca ied
ou . Thus, ques ions we e answe ed ega ding he clubs ep esen ed by he selec ion, he numbe o
playe s called up pe season o play o he na ional eams, he numbe o playe s who played in
ce ain e en s and which ones. To complemen his analysis, da a and ables ela ing o he games
we e also used, he so-called Game Shee s, whe e i is possible o access in o ma ion abou he
e en , namely he games ha ook place and when, how many games ook place pe compe i ion,
how many eams played, wha wa nings he e we e. The e o e, i is necessa y o access he game
shee s o be able o say which playe s we e pa o he na ional eam in he games.
3. P esen a ion C ea ion. In his ask, he in en ion was o be amilia ized wi h pe o ming da a
p esen a ions a e he analyses. A e ecei ing da a om a su ey al eady ca ied ou on he isi o
suppo e s o he ci ies whe e he 2020 Eu opean Foo ball Championship would be held, namely
Budapes and Munich, hey we e summa ized using g aphical iews and ables o he p esen a ion
o sample alues, pa icula ly abou how many suppo e s would a el o see hese games, whe he
hey would ou he ci ies in ques ion, how hey would a el o hem, on wha days would hey
a el, whe e hey would lea e (Lisbon o Po o). These da a also se ed o collec in o ma ion o
he possibili y o holding mee ing poin s in he ci ies in ques ion, o whe he i would be impo an o
c ea e a space o celeb a e only wi h Po uguese people. In his way, his exe cise se ed o
consolida e and lea n how he FPF wo ked in e ms o syn hesizing da a and p esen ing hem,
howe e , in Powe Poin o ma .
4.2PORTUGAL FOOTBALL OBSERVATORY
4.2.1Women’s Foo ball
“How o ec ui mo e and e ain be e in Women’s Foo ball?” (Po ugal Foo ball Obse a o y,
Ma ch 2021)
Wi hin he scope o he PFO, a s udy on women's oo ball was de eloped in which he main poin o
in es iga ion and he big ques ion was ‘How o e ain and aise mo e in Women's Foo ball?’. This
s udy aimed o unde s and which ac o s we e p e en ing o le e aging he g ow h o he spo , o
women’s, in Po ugal. As he main mo i a ions o he g ow h o he spo , he e a e ce ain poin s
ha y o p omo e he inc ease o emale oo ball p ac i ione s, eams and p o essionals, as well as
igh and unde s and he easons ha lead o he e i emen . O he poin s in iew o inc ease he
alue o he spo in Po ugal a e aced wi h he a emp o inc ease he ep esen a ion o women in
he wo ld o oo ball, by inc easing he comme cial alue, gaining and imp o ing he al eady exis ing
image o he spo .
Women’s Foo ball in Eu ope: Benchma k F ance and England
One o he wo ks done du ing his p ojec , and in an a emp o unde s and he ision and objec i es
o he g ow h o women's oo ball in he main Eu opean ede a ions, i was ca ied a benchma k
whe e he main ocus we e he F ench (FFF - La Fédé a ion F ançaise de Foo ball) and he English (FA
- The Foo ball Associa ion). To ca y ou his analysis, p oposals om Spain (RFEF – Real Fede ación
24
Española de Fú bol) and UEFA we e also analyzed, namely he plans and p ojec s o he u u e o
women’s oo ball, in o de o compa e and unde s and he Eu opean ision o he g ow h o he
spo in he emale aspec . In his way, i was possible o e i y ha he main objec i e is o p omo e
g ow h h ough i s p omo ion, as well as h ough he gua an ee o be e condi ions and
oppo uni ies. Ano he poin ha became known was a g owing a emp o inc ease he
ep esen a ion o women in oo ball, as a hle es, di ec o s, coaches, e e ees, p esiden s, and
ep esen a i es o Foo ball Fede a ions. The analysis was made h oughou esea ch o he p og ams
and goals p oposed by he ede a ions o he nex yea s, a ailable on he Fede a ions websi es.
Ma ke S udies
Fo he ma ke s udy, da a whose ime in e al was 2010/2011 o 2019/2020 seasons we e used. The
cu en season (ha ing in o accoun he season we e he s udy and he in e nship was ca ied ou ),
2020/2021, was no coun ed as i was s ill ongoing du ing he s udy, which would b ing
inconsis encies when compa ing wi h he o he seasons, and also because i is he season o he
pandemic, wha in a ce ain way doesn’ e ac he eali y o a no mal season.
Fo his pa o he p ojec , se e al su eys we e ca ied ou , namely o h ee la ge g oups: Gi ls who
like oo ball o e 13 yea s old, p ac i ione s o no p ac i ione s, ede a ed o in o mal oo ball
p ac i ione s; Pa en s o young indi iduals aged be ween 5 and 19 yea s; Foo ball clubs wi h
women's oo ball eams a di e en aining le els.
The su eys we e eleased in 3 di e en ways: Facebook wi h he in en ion o ob aining a mo e
comp ehensi e and di e si ied sample, e en hough he e was made a a ge ing based on Facebook
in e es ; ia email o he ede a ed a hle es lis ed in he FPF da abase; and ia di ec con ac wi h he
Foo ball clubs. All hese ways o dissemina ion we e in ended o ensu e ha he sample o analysis
was su icien o make segmen a ions possible.
“Gi ls who like Foo ball”
This su ey, ‘Gi ls who like Foo ball’ was ca ied ou o gi ls olde han 13 yea s old, in a way o
unde s and he beha io and how engaged hey a e whi he modali y. Fo ha , he su ey was
di ided in o wo di e en analyses, c ea ing a his way a segmen a ion be ween he a hle es ha
a e ede a ed ( o mal oo ball) and he ones who plays oo ball as a o m o leisu e (in o mal
oo ball). This in a way o unde s anding he exis ing pa e ns inside hese wo g oups, he easons
why hey plane in o mal o o mal, wha a e he bigges di icul ies, wha would make hem con inue
o e i ed om p ac ice oo ball.
Wi hin o mal oo ball, he e was a segmen a ion be ween he a hle es o he BPI League (I is he
Women's Na ional Foo ball Championship, he main le el o he emale oo ball league sys em in
Po ugal) and he a hle es o he o he leagues. This segmen a ion se ed o unde s and he eal
di icul ies o women's oo ball in he aining le els and in he lowe leagues wi hou bene i s. As
well as a way o unde s and he main di e ences be ween women's oo ball and men's oo ball. This
because he lowe leagues ha e less sponso ship, condi ions, basically ha e less oppo uni ies han
men’s’ oo ball.
The main su ey ques ions and answe s analyzed in his s udy, and which we e la e published on
he PFO websi e, we e ela ed o h ee di e en g oups, namely: abou playing oo ball, abou
25
d opou s om oo ball, and abou in o mal oo ball. As well as o see i he ques ionnai e's answe s
had a eal sample compa ed wi h he da a om he da abases, pe sonal ques ions ela ed o gende ,
age g oup, loca ion, among o he s, we e also asked.
Thus, and e e ing o he i s g oup ‘Abou Playing Foo ball’, whe e he main ocus was o
unde s and wha he mo i a ions a e o playing oo ball, in which he mos impo an ques ions,
and he ones used in he s udy ela ed o his poin we e:
1. To he ques ion ‘Why did you s a playing oo ball (Top3)?’, he mos answe ed esponses
emained ha hey p ac ice oo ball because hey like, because hey a e good a p ac icing
oo ball, and las ly because hey like o compe e.
2. To he ques ion ‘How did you become Fede a ed?’, he answe s we e ha hey we e
ec ui ed by a club, hey sea ch o a club ha al eady compe e, and because o some
in luence o he people closes o hem.
3. To he ques ion ‘How did you s a playing oo ball (Top5)?’, he mos chosen answe s we e
ha hey s a playing oo ball wi h iends, in he school ecess, due o o amily in luences,
in he physical educa ion classes, and because hey signed up o school spo s.
E en wi h he posi i e e olu ion o he spo 's g ow h in Po ugal, i was also necessa y o en e he
ac o s ha lead o he a hle es' wi hd awal, as well as he main ba ie s o he con inui y o he
p ac ice in he u u e. Thus, he ollowing ques ions we e asked o he g oup ‘Abou D opou s om
Foo ball’.
1. To he ques ion ‘Why did you s op playing oo ball (Top3)?’, he mos chosen esponses we e
ha hey d opou due o he incompa ibili y o schedules, because hey a e going o
con inue hei s udies, and also because o he di icul y o inding a eam.
2. To he ques ion ‘Wha is he main eason o you o abandon he p ac ice o oo ball in he
u u e (Top3)?’, he answe s we e due o he ac ha he plans o be a oo ball playe as a
ca ee a e no pa o he u u e, because hey a e going o con inue he s udies, and also
due o he incompa ibili y o schedules.
3. To he ques ion ‘Wha ime does he ain s a s?’, he h ee hypo heses o esponses we e
6pm/20:30pm, 8:30pm/22pm o 10pm/mo e.
4. To he ques ion ‘Why a e s udies an impedimen (Top3)?’, he mos answe ed esponses
we e ha i is no pa o he plans o be a oo ball playe as ca ee , why will you change
esidence o s udy, and because hey wan o keep he cu en club.
Rela ed o he p ac ice o in o mal oo ball, which co esponds o non- ede a ed oo ball playe s,
and in his way o unde s and wha ac o s exis o make i di icul , o so ha hey a e no playing in
a club, o e en jus playing. Thus, o unde s and hese poin s, he ollowing wo ques ions we e
asked:
1. To he ques ion ‘Why don’ you play in a club (Top4)?’, he mos chosen answe s we e due o
he di icul y o inding a eam, because hey do no eel p epa ed o p ac ice in a o mal
way, i was necessa y o spen oo much ime on he p ac ice, and due o schedules
incompa ibili y.
32
𝐺𝑟𝑜𝑤𝑡ℎ 𝑅𝑎𝑡𝑒 = 𝑂𝑙𝑑 𝑌𝑒𝑎𝑟−𝑁𝑒𝑤 𝑌𝑒𝑎𝑟
𝑁𝑒𝑤 𝑌𝑒𝑎𝑟 (3.3)
Fo he demons a ion o he esul s, hese we e p esen ed in he o m o a ba g aph (Figu e 20),
wi h he indica ion o he numbe o a hle es in each one o he seasons and he espec i e g ow h
a e, be ween each one o he ba s ha co esponds o a season in ques ion.
Figu e 20. E olu ion o ede a ed oo ball playe s in Po ugal o e he las 9 seasons.
Da a we e ex ac ed om he FPF da abase h ough SQL que ies, namely om he SCORE able
(p e iously desc ibed in poin 3.2 o his epo ). I s ea men was ca ied ou h ough Powe BI.
4.3.4Lis ing o Foo ball Associa ions o inancial suppo
Du ing he pandemic si ua ion, Foo ball Associa ions su e ed in e ms o suppo and mone a y
income. In his way, he FPF, oge he wi h he Po uguese S a e, decided o c ea e a und o
inancial suppo o he spo s, di isions and le els ha su e ed mos om he s oppages in
compe i ions. The amoun o suppo o each club and eam a ied acco ding o h ee di e en
g oups, wo o hem o he Foo ball modali y (1s G oups - 1s Dis ic Di ision, Hono Di ision and
P o-Na ional; 2nd G oup - 2nd and 3 d Dis ic Di isions) and ano he o Fu sal.
The e a e 18 Foo ball Associa ions in Po ugal, om he ollowing Regions: Alga e, A ei o, Beja,
B aga, B agança, Cas elo B anco, Coimb a, É o a, Gua da, Lei ia, Lisboa, Po aleg e, Po o, San a ém,
Se úbal, Viana do Cas elo, Vila Real and Viseu. Abou 1047 eams we e conside ed o inancial
suppo , o which 167 we e aining and 880 we e senio eams.
The ask o his analysis consis ed o compiling and o ganizing all he da a sen by he Foo ball
Associa ions. As well as pe o ming he compa ison o he da a sen wi h he da a p e iously
collec ed h ough he FPF Da abase h ough SQL. This compa ison appea s as a way o unde s and
he di e ences, and in a way o e i y whe he he da a sen by he Foo ball Associa ions we e close
o eali y, as cases we e e i ied whe e he eams we e no egis e ed a he ime mos a ec ed by
he pandemic, o hey did no pa icipa e in compe i ions, he e o e hey we e no eligible o
inancial suppo .
In his way a single lis was c ea ed whe e he lines we e he eams, and he columns we e he
g oups and subg oups p e iously desc ibed. The columns we e made bina y a iables, which la e

33
acili a ed he analysis and coun ing o how many eams exis ed in each o he g oups. This lis was
c ea ed in Excel, as well as he analysis and summa y accoun ing o each a iable.
4.3.5Audiences LIGA NOS and Supe Liga
An analysis was ca ied ou as a way o unde s anding, and in a way ying o p o e he heo y ha
he games be ween he main eams o he Eu opean leagues had a la ge audience compa ed o he
o he games. This analysis hen appea s as a way o unde s and he eali y behind his heo y, and in
his way he da a collec ed on he Supe liga we e compa ed wi h he Liga NOS.
My wo k in his analysis consis ed o collec ing da a ela ed o he games played, da e and ime o
he game. And in he case o da a ela ed o he Supe liga, in o ma ion ega ding he compe i ion in
which he game was played was also collec ed. Da a ex ac ion was di ided in o wo dis inc pa s,
one ela ing o each o he leagues unde s udy o he 2020/2021 season.
The i s da a collec ed we e om he Supe liga, which is a p ojec in which he main Eu opean clubs
join: AC Milan, A senal, A le ico Mad id, Chelsea, Ba celona, In e Milan, Ju en us, Li e pool,
Manches e Ci y, Manches e Uni ed, Real Mad id and To enham. These da a we e ex ac ed om
he T ans e ma k .p websi e. Fo his pa o he ask o m collec ed in o ma ion abou 55 games
be ween he eams abo e.
The second da a a e ela ed o he main Po uguese league, Liga NOS (league name a he ime o
he analysis), du ing 28 ounds ou o 34 (days played a he ime o analysis). The clubs whose da a
ela e o, a e: Spo ing CP, FC Po o, Ben ica, SC B aga, FC Paços de Fe ei a, Vi ó ia SC, San a Cla a,
Mo ei ense FC, CD Tondela, Po imonense, Belenenses SAD, Gil Vicen e, FC Famalicão, Rio A e,
Boa is a FC, Ma í imo M, SC Fa ense and Nacional. These da a we e ex ac ed om he websi e
liganos.p , he o icial websi e o he compe i ion. Fo his pa o he ask, in o ma ion was collec ed
on 261 ma ches be ween he eams.
All da a we e jus compiled in an Excel ile, as my ask was only o collec da a om di e en ex e nal
da abases.
4.3.6Po ugal S o e S ocks Managemen
Analysis
The Po ugal S o e was c ea ed in 2018, howe e i s p oduc s a e s o ed (on palle s o shel es) in he
ope a ional logis ics cen e s o CTT (Co eios de Po ugal – Po uguese Pos O ice), he same cen e
ha is esponsible o dis ibu ing he p oduc s. In his way, all he analysis ca ied ou aims o
unde s and he exis ing cos s o he FPF in ela ion o he s o age o p oduc s, as well as, in a inal
pa , he calcula ion o he p o i ma gin o each p oduc was ca ied ou . This analysis also seeks o
unde s and i he e enue ob ained compensa es o he s o age cos s.
In he i s pa , a compila ion o wo ables om di e en sou ces is ca ied ou , one able p o ided
by CTT and he o he ha co esponds o he cu en s ock o he s o e's p oduc s, whe e he e is
also a e e ence o he sales made (mon hly ile), as well as he di e ence in he s ock be ween he
beginning and end o he mon h. The compila ion be ween hese wo ables is pe o med by p oduc
e e ence, howe e all he analysis is pe o med conside ing he a iable ID_SKU (p oduc
iden i ica ion numbe ). In his ini ial pa o he analysis, i was possible o e i y he exis ing s ock,
34
how many sales we e made and whe e hese p oduc s a e s o ed. The da a we e p ocessed in Excel,
and o ca y ou his compila ion he VLOOKUP unc ion was used o he di ec compila ion be ween
he da a om he wo iles. In his way, and based on he da a collec ed and compiled, i was
possible o calcula e he s o age cos s pe day, mon h, and yea o all p oduc s in he s o e. These
cos s a ied depending on he s o age loca ion.
When analyzing he s o age cos s o all p oduc s in he s o e, a segmen a ion was made o ca y ou
a mo e speci ic analysis o ce ain i ems. The i s segmen a ion pe o med was a cos analysis o
he oldes p oduc s in he s o e, bu wi h a high numbe o old p oduc s in s ock and ew sales, so 30
i ems we e selec ed. The objec i e o his segmen a ion was o unde s and which p oduc s ha e
been in s ock o he longes ime, in o de o inc ease hei sales, o e en o dona e hem, since hey
only inc ease he s o e's cos s when hey a e only s o ed.
The second one was an e olu ion o all sca sales pe mon h since he c ea ion o he s o e (Ma ch
2018) un il now and was jus o comp ehend how he sales o sca s we e doing du ing he yea s.
This analysis had as main eason he ac ha sca s we e he p oduc wi h he bigges amoun in
s ock and less sales, so in his way i is possible o unde s and he sales o his p oduc s.
The las segmen a ion conce ned a di ision o he analysis by he di e en exis ing special
collec ions, namely: POR Collec ion, NIKE P oduc s, Legends Collec ion and Ch is mas Collec ions.
This segmen a ion Was jus o unde s and how he sales and associa ed cos s o he s o e's main
collec ions we e doing.
In a second pa , all he ini ial analysis ca ied ou , as well as he subsequen segmen a ions, we e
complemen ed wi h he calcula ion o he p o i ma gin (3.4 and 3.5). The o mulas used o calcula e
he p o i ma gin o he s o e's p oduc s we e:
𝑃𝑟𝑜𝑓𝑖𝑡 = 𝐼𝑛𝑐𝑜𝑚𝑒 − 𝑃𝑟𝑜𝑑𝑢𝑡𝑖𝑜𝑛 𝐶𝑜𝑠𝑡 (3.4)
𝑃𝑟𝑜𝑓𝑖𝑡 𝑀𝑎𝑟𝑔𝑖𝑛 = 𝑃𝑟𝑜𝑓𝑖𝑡
𝐼𝑛𝑐𝑜𝑚𝑒 ×100 (3.5)
Thus, he a iables aken in o accoun o pe o m he inal analysis a e he ollowing: ID_SKU,
Re e ence, P oduc Desc ip ion, Sales, S ock, P oduc ion Cos pe p oduc uni , P oduc ion Cos pe
day, P oduc ion Cos pe mon h, P oduc ion Cos by To al Sales, S o age Cos s by P oduc Uni ,
S o age Cos s pe day o he o al quan i y in s ock, S o age Cos s pe mon h o he o al quan i y in
s ock, S o age Cos s by o al sales, Cos s o Media Suppo , To al Cos s (P oduc ion Cos pe To al
Sales+ S o age Cos s pe To al Sales+ Media Suppo Cos s), PVP excluding VAT (Sales p ice excluding
ax), Re enue, P o i and P o i Ma gin.
A empo al analysis o cos s and sales was ca ied ou , wo king as an e olu ion om 2018 un il he
da e o he analysis. In his case, a able was c ea ed in which he lines a e he yea s (2018, 2019,
2020 and 2021) and he columns co espond o he P oduc ion Cos , S o age Cos pe day, Media
Suppo Cos , PVP wi hou VAT, To al Cos s, Re enue, P o i and P o i Ma ge. As a esul o his
35
analysis, he o als o he 4 yea s o To al Cos s, Re enue and P o i we e calcula ed, as well as he
o al P o i Ma gin since he beginning o he Po ugal S o e was calcula ed.
Dashboa d
In an a emp o make he da a easy o access and unde s and o he en i e o ganiza ion, a
Dashboa d was c ea ed wi h he da a p e iously collec ed and p ocessed. This because a dashboa d
wo ks as a page whe e he in o ma ion is p esen ed objec i ely h oughou isualiza ions wi h he
pu pose o elling he s o y o he da a, con aining only he mos impo an in o ma ion.
In his way, se e al me ics and iews we e c ea ed o hem. And o he c ea ion o he dashboa d,
one o he i s poin s o conside was he pe cep ion o whe e he da a came om, as i was signed
in o de o achie e di ec au oma ion when he e is new da a in he da abase. Jus as i was
necessa y o me ge some da a in o de o be able o ha e he maximum amoun o in o ma ion
essen ial o he analysis and om hese da a.
The Dimensional Model c ea ed o his dashboa d was a snow lake schema, composed by i e ables
(Figu e 21), we e he Fac Table ‘Vendas_De alhes’ ep esen s he sales o he s o e's p oduc s in
de ail, mos ly in o ma ion ela ed o he quan i y sold pe pu chase. Then, he e is an exis ence o
ou Dimensional Tables. The ‘P odu os_S ock’ Table co esponds o he numbe o p oduc s in s ock
pe ID_SKU (iden i ica ion numbe o he p oduc ) and he espec i e desc ip ion. The
‘Vendas_Po ugal’ co esponds o sales de ails in e ms o da es ela i e o he ime pe iod in which
he pu chase was made. Thus, and so ha i was possible o pe o m a empo al il e , by semes e ,
qua e s, mon h, among o he il e s, i was necessa y o a ach he able ‘Ano_Mes_Tempo’. The
las Dimensional Table used was he ‘PVP_Todos’, which is ela ed o he p ices o sale o he public
o he p oduc s, whe e i is possible o ind alues wi h o wi hou axes.
Figu e 21. Dashboa d Dimensional Model.
Since he main goal o c ea ing a Dashboa d was o make he da a easily unde s andable, he
isualiza ions we e also simple and s aigh o wa d. Thus, i was necessa y o ake some poin s in o
accoun , namely he ac o he impo ance o choosing he igh ype o iews and also he ac ha
hey should be simple and di ec a he end, because he en i e dashboa d mus ocus on he use
and he a ge public, he e o e in a dashboa d you mus conside he ac ha he da a mus be
36
Visualiza ion Type Da a and Me ics
ID_SKU
Amoun o P oduc s sold
P odu ion Cos
Income (no Taxes)
P o i (P odu ion Cos + Income)
S o age Cos s pe day
S o age Cos s pe mon h
Yea
Mon h
Semes e
ID_SKU
E olu ion o he amoun o sales pe yea
ID_SKU
P odu ion Cos
P ice (no Taxes)
P o i (P odu ion Cos + Income)
Amoun o P oduc s sold
Table (Da a)
CARDS
Fil e s
Cha s
E olu ion o cos s, e enues and p o i pe mon h
accessible immedia ely. Ano he poin o conside is ha he isualiza ions a e in ended o gi e a
de ail and knowledge only in he i le, so ha he unde s anding i sel is clea o he use (Magalhães,
M.S., 2017).
Acco dingly, o he in o ma ion o conside ed abo e, in he able below (Table 1), he e a e a lis o
he ype o isualiza ion used and wha da a i ep esen s.
Table 1. Lis o he Dashboa d Visualiza ions.
Howe e , and un il he ime o comple ion o he in e nship, he design o he Dashboa d was he
ollowing (Figu e 22):
37
Figu e 22. P o iso y Dashboa d Design.
I was no possible o comple e his ask in ull, as he in e nship pe iod ended. Bu o u u e wo k i
was le o do: Au oma e he da a so ha Dashboa d upda es a e as and au oma ic; Placing he FPF
empla e on he Dashboa d.

38
5. CONCLUSION
This epo had as i s main objec i e o unde s and he impo ance o da a analysis in he indus y o
spo , essen ially in wha conce ns o a spo o ganiza ion as a Foo ball Fede a ion, in his case he
Po uguese Foo ball Fede a ion (FPF) whe e he in e nship was de eloped du ing app oxima ely 8
mon hs.
In his way, he in e nship was pa o wo p ojec s, a he Po ugal Foo ball Obse a o y and a he
In elligence and Cus ome Se ice Depa men , o which se e al analyses we e de eloped. As o
he PFO p ojec , 3 published s udies we e de eloped, and a s udy ha , du ing he in e nship, was in
he c ea ion p ocess. Being he s udies abou he g ow h in Women’s Foo ball, abou he impac o
he u sal na ional eam o ha e been Eu opean Champion in 2018, he impac o he Rela i e age
e ec in aining le el, and he las s udy was abou he eplacemen minu e impac du ing he
Foo ball games. Fo he In elligence and Cus ome Se ice Depa men se e al ad hoc analyses we e
de eloped, namely abou he Co id-19 impac in he Foo ball p ac ice, an analysis conce ning he FPF
Da abases, abou he g ow h o he ede a ed a hle es du ing se e al seasons, ega ding inancial
suppo o Foo ball Associa ions, abou TV audiences o he bigges Foo ball leagues, and he las
pe o med analysis was abou he manage he s ock o he Po ugal S o e and also abou s udying
he p o i ma gin o he p oduc s.
CONNECTION TO MASTER’S PROGRAM
In he Mas e 's p og am o s udies in Da a Science and Ad anced Analy ics he e is a high ocus
ega ding he ea men o la ge amoun s o da a, in he s a egic and decision-making p ocess,
s a is ics, Da a Mining, Machine Lea ning, as well as c ea ion p ocesses and main enance o
p edic i e and desc ip i e models. All o hese p ocesses ha e he main objec i e o ans o ming
da a in o in o ma ion ha is o alue o he o ganiza ion.
In he case o my specializa ion, Business Analy ics, he e is an o ien a ion owa ds a mo e s a egic
and managemen aspec o companies and o ganiza ions. This will allow you o be able o analyze
da a and make decisions in o de o op imize business p ocesses, as well as ob ain mo e in o ma ion
and be e and s uc u ed da a ou pu s.
As a way o consolida ing he knowledge lea ned h oughou he mas e 's deg ee, as well as
comple ing i wi h new isions and lea ning, he in e nship was a c ucial elemen . Jus as he
connec ion be ween he in e nship and he mas e 's deg ee is impo an in he sense ha i gi es an
idea o wha he applica ion eali y o knowledge is as a da a analys in an ins i u ional con ex .
Th oughou he in e nship, he cu icula uni s ha we e mos impo an o he in e nship we e:
Business In elligence; Digi al T ans o ma ion; Business cases; Da a Mining; Da a Visualiza ion.
INTERNSHIP EVALUATION AND RESULTS
Posi i e Poin s
The in e nship unc ioned as a g ea lea ning po , bo h pe sonally and p o essionally. Inso a as i
was he i s con ac wi h he da a analysis a ea ou side he acul y, i was possible o unde s and
39
and pu in o p ac ice many o he knowledge acqui ed du ing he Mas e 's, as well as o lea n e en
mo e.
Ha ing acqui ed skills di ided be ween ha d and so skill, desc ibed in he ollowing poin s.
So Skills
Du ing he in e nship, and wi h he de elopmen o he a ious p ojec s, new capabili ies we e
acqui ed, o e en imp o e some o hem. Thus, and because i was my i s p o essional expe ience
in he a ea, and because hey we e no jus college p ojec s, bu wi h eal impo ance o he
o ganiza ion, I ended up gaining a sense o esponsibili y ha I didn' ha e un il hen, since small
mis akes can comp omise all he wo k o he o ganiza ion. Which in a way leads o ano he poin ,
which was be e o ganiza ional skills since mos o he wo k was done in a eam.
O he poin s I de eloped and acqui ed du ing he in e nship was gaining agili y in lea ning, his
because e en wi h he knowledge om he mas e 's he e was always poin , subjec s and p og ams
ha I had o lea n om sc a ch, as well as I had o lea n in di e en ways, ei he om sel - augh
manne o aining o my ad iso s. I can also say ha my communica ion skills ha e inc eased
conside ably, due in la ge pa o he eamwo k de eloped.
In his way I can emphasize ha I acqui e essen ial skills and abili ies o my u u e, bo h pe sonally
and p o essionally.
Ha d Skills
In a mo e echnical and p ac ical aspec o he in e nship, he e we e h ee ac o s ha I had o lea n
o manage du ing he in e nship, which we e: Time Managemen , Da a Managemen and P ojec
Managemen .
As o da a managemen and wha i encompasses, he mo e speci ic ways in which I applied his
abili y ha I was acqui ing was h ough he collec ion o in o ma ion and da a om di e en sou ces
and o ms, h ough: Ques ionnai es, whe e I ealized ha he simpli ica ion o ques ions, like his
how placing choice op ions ins ead o open ields makes u u e wo k in e ms o analysis immensely
easie ; Bo h in e nal and ex e nal da abases; Excel iles; Li e a u e e iews, including documen s
om o he oo ball ede a ions o ins i u ions.
In a way, ime and p ojec managemen a e in e wined, as o he p ojec o be well managed i was
necessa y o ha e excellen ime managemen and o ganiza ion.
In e ms o mo e echnical skills and wo king wi h da a and in o ma ion, I deepened my knowledge in
da a collec ion and analysis p og ams, namely in SQL, Excel, and Powe BI.
Nega i e Poin s
The in e nship was ca ied ou du ing a pandemic and con inemen pe iod, which allowed i o be
ully elewo ked. The ac ha i was ca ied ou unde hese ci cums ances ends up somehow
comp omising di ec con ac wi h my colleagues, ending up making he whole p ocess mo e
impe sonal. As well as all in e ac ions, mee ings, and explana ions we e all ca ied ou ia Mic oso
Teams, which somehow ends up hinde ing he luidi y o he wo k, o e en eamwo k.
40
41
BIBLIOGRAPHY
Bai, Z., & Bai, X. (2021). Spo s Big Da a: Managemen , Analysis, Applica ions, and Challenges. In
Complexi y (Vol. 2021). Hindawi Limi ed. h ps://doi.o g/10.1155/2021/6676297
Ba nsley, R., Thompson, A., and Ba nsley, P. (1985). Hockey success and bi hda e: he RAE. Can.
Assoc. Heal h Phys. Educ. Rec ea . 51, 23–28.
Caya, O., & Bou don, A. (2016). A amewo k o alue c ea ion om business in elligence and
analy ics in compe i i e spo s. P oceedings o he Annual Hawaii In e na ional Con e ence on
Sys em Sciences, 2016-Ma ch, 1061–1071. h ps://doi.o g/10.1109/HICSS.2016.136
Chapman P., Clin on, J., Ke be R., Khabaza T., Reina z T., Shea e C., &Wi h R. (2000). S ep-by-s ep
da a mining guide. Daimle Ch ysle .
Chen, H., Chiang, R. H. L., S o ey, V. C., Lindne , C. H., & Robinson, J. M. (2012). Business In elligence
and Analy ics: F om Big Da a o Big Impac Qua e ly-Business In elligence and Analy ics: F om
Big Da a o Big Impac (Vol. 36, Issue 4).
Da aS a (2021). Weigh , Weigh ... Please Tell Me! (Blog Page) Re ie ed 6 Oc obe , 2021, om:
h ps://www.su eys a .com/s a ips/ap 2013.pd
Dob aja, I., & K aak, M. (2020) P inciples o dashboa d adap abili y o ge insigh s in o o igin-
des ina ion da a, Jou nal o Loca ion Based Se ices, 28-48.
h ps://doi.o g/10.1080/17489725.2020.1738577
FPF: Fede ação Po uguesa de Fu ebol. (Web Page) Re ie ed 27 May, 2021, om:
h ps://www. p .p /p
GooglePlay, Mic oso Excel: Ve e Edi a Folhas de Cálculo (2021, 24 No embe ) Re ie ed 8 July,
2021, om:
h ps://play.google.com/s o e/apps/de ails?id=com.mic oso .o ice.excel&hl=p _PT&gl=US
Haa en, J. (2021, 17 Ma ch) S a e o he Foo ball Analy ics Indus y in 2021 (Web page) Re ie ed 18
No embe , 2021, om: h ps://www.scispo s.com/s a e-o - he- oo ball-analy ics-indus y-in-
2021/
Han J. Pei J. & Kambe M. (2011). Da a Mining Concep s and Techniques. Else ie
Ins i u o Nacional de Es a ís ica/S a is ics Po ugal (Web Page) Re i ed 20 July, 2021, om:
h ps://ine.p /xpo al/xmain?xpgid=ine_main&xpid=INE
Liga NOS (Web Page) Re ie ed 20 July, 2021, om: h ps://liganos.p /
Magalhães, M.S., (2017, 21 Feb ua y) P incípios de Desing pa a a c iação de dashboa ds (Web Page)
Re ie ed 3 No embe , 2021, om: h ps://www.linkedin.com/pulse/p inc%C3%ADpios-de-
desing-pa a-c ia%C3%A7%C3%A3o-dashboa ds-ma cel-
magalh%C3%A3es/?o iginalSubdomain=p