R program for calculating marketing metrics like RFM, customer segmentation, revenue per cusotmer
Dataset - purchases.txt, included in this repository.
All the R programs in this repository use this dataset.
Program1 - mktg_fns.R
Program Description - Marketing related functions, including a. Compute RFM (recency, frequency and monetary value b. Dendograms & Statistical/ hierarchical segmentation c. Managerial (customer) segmentation into categories like inactive, warm, cold etc. based on recency d. revenue per customer
Program2 - cust_revenue.R
Program Description - Marketing related functions, including a. revenue per customer & revenue per segment b. Customer Scoring and revenue prediction