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RFM ANALYSIS

  • An e-commerce company wants to segment its customers and determine a marketing strategy according to these segments.

  • It is desired to define the customers' behaviors towards the business problem and form groups according to the clustering in these behaviors.

  • 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.

Segments

Segments

Project Steps

  1. Business Problem

  2. Data Understanding

  3. Data Preparation

  4. Calculating RFM Metrics

  5. Calculating RFM Scores

  6. Naming & Analysing RFM Segments

Dataset Information

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.

https://archive.ics.uci.edu/ml/datasets/Online+Retail+II#