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.

• You can access the article on the subject from the link: https://mesudee.medium.com/customer-segmentation-with-rfm-analysis-198d1c8b98c1

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#