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An e-commerce company wants to segment its customers and determine a marketing strategy according to these segments.
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It is desired to define the customers' behaviors towards the business problem and form groups according to the clustering in these behaviors.
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Those who display common behavior will be in the same groups and feedback will be given to these groups in developing sales and marketing techniques specific to these groups.
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Business Problem
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Data Understanding
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Data Preparation
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Calculating RFM Metrics
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Calculating RFM Scores
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Naming & Analysing RFM Segments
This Online Retail II data set contains all the transactions occurring for a UK-based and registered, non-store online retail between 01/12/2009 and 09/12/2011. The company mainly sells unique all-occasion gift-ware. Many customers of the company are wholesalers.