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研究スライド一部
1.
顧客データの分析 RFM分析 顧客の購買行動をRecency(最終購買日)、Frequency(累積来店回数)、Monetary(累積購買 金額)の3つの指標を用いて分類し、顧客のランク付けを行うデータベースマーケティングの 手法。この結果を用いて顧客をグループ化し、マーケティング戦略を行う際の判断材料とす る。 集計分析 性別・年代・住所 どの年代が多く来店、 使用金額が多い? RFM分析の結果と、顧客の個人属性との関連性を統計的に分析 ・・・ Kruskal-Wallis検定による多重比較
2.
RFM分析 R= F= 最終来店日 M= 累積来店回数 累積使用金額 Rのレベル Fのレベル 基準 Mのレベル 基準 R5 1か月以内 F5 12回以上 M5 9901円以上 R4 2か月以内 F4 7~11回 M4 2401~9900円 R3 3か月以内 F3 4~6回 M3 1201~2400円 R2 半年以内 F2 2・3回 M2 601~1200円 R1 優良 基準 1年以内 F1 1回 M1 0~600円 非優良 5 × 最高ランクの優良顧客=R5F5M5 5 × 5 =125通り 最低ランクの非優良顧客=R1F1M1
3.
RFM分析 F1 集計結果 R5 R4 R3 R2 R1 R5F1M5 R5F1M4 R5F1M3 R5F1M2 R5F1M1 R4F1M5 R4F1M4 R4F1M3 R4F1M2 R4F1M1 R3F1M5 R3F1M4 R3F1M3 R3F1M2 R3F1M1 R2F1M5 R2F1M4 R2F1M3 R2F1M2 R2F1M1 R1F1M5 R1F1M4 R1F1M3 R1F1M2 R1F1M1 合計 F2 R5F2M5 R5F2M4 R5F2M3 R5F2M2 R5F2M1 R4F2M5 R4F2M4 R4F2M3 R4F2M2 R4F2M1 R3F2M5 R3F2M4 R3F2M3 R3F2M2 R3F2M1 R2F2M5 R2F2M4 R2F2M3 R2F2M2 R2F2M1 R1F2M5 R1F2M4 R1F2M3 R1F2M2 R1F2M1 合計 F3 R5F3M5 R5F3M4 R5F3M3 R5F3M2 R5F3M1 R4F3M5 R4F3M4 R4F3M3 R4F3M2 R4F3M1 R3F3M5 R3F3M4 R3F3M3 R3F3M2 R3F3M1 R2F3M5 R2F3M4 R2F3M3 R2F3M2 R2F3M1 R1F3M5 R1F3M4 R1F3M3 R1F3M2 R1F3M1 合計 F4 R5F4M5 R5F4M4 R5F4M3 R5F4M2 R5F4M1 R4F4M5 R4F4M4 R4F4M3 R4F4M2 R4F4M1 R3F4M5 R3F4M4 R3F4M3 R3F4M2 R3F4M1 R2F4M5 R2F4M4 R2F4M3 R2F4M2 R2F4M1 R1F4M5 R1F4M4 R1F4M3 R1F4M2 R1F4M1 合計 F5 R5F5M5 R5F5M4 R5F5M3 R5F5M2 R5F5M1 R4F5M5 R4F5M4 R4F5M3 R4F5M2 R4F5M1 R3F5M5 R3F5M4 R3F5M3 R3F5M2 R3F5M1 R2F5M5 R2F5M4 R2F5M3 R2F5M2 R2F5M1 R1F5M5 R1F5M4 R1F5M3 R1F5M2 R1F5M1 合計
4.
RFM分析
5.
集計分析:多重比較 F(累積来店回数)に基づく等質サブセット 集計分析:RFM分析の結果と顧客属性の関連性の分析 F:累積来店回数 年代 どの年代が多く来店、 使用金額が多い? Kruskal-Wallis検定による多重比較 全顧客(-人)に累積来店回数が低い順に番号を振る →年代ごとに平均値を出 す ※1位 →累積来店回数が1番少ない顧客 最下位→累積来店回数が1番多い顧客 この数値が高い程、その年代の累積来店回数の平均が高 い 同質(数値が類似)とみなされたグループごとに分類 -歳代が他のグループとは異質 R,Mもほぼ同様の結果が得られた。 -歳代→優良顧客 -歳代→非優良顧客 高
6.
顧客データの分析に基づくマーケティング戦略の提案 安定顧客 非優良顧客 マーケティング戦略
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