What is CRM?
The approach of identifying, establishing, maintaining, and enhancing lasting relationships with customers.
TARGET
( Offer is developed ) Define market strategies
Perform segmentation
SERVICE
Retain customers by: Loyalty programs Communication Service forces
SELL
Acquire customers Use sales force effectively Develop marketing programs 9
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Campaign Management Step 4: Design the Products, Offers, Services and Promotions
Analyze the price, time period, risks, marketing costs Define the product / offer / service / promotion and its general structure Identify effective use of sales and communication channels
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Is there any relation between the responding customers and their historical purchasing behaviours?
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4.00
3.1
3.00
2
According to analysis based on customer recency, the group having the highest recency group has also the highest response rate
1.5 0.62 0.38
Remark: (3.10% + 2.00% + 1.50% + 0.62% + 0.38) / 5= 1,52% which is the response rate Strict Rule: Ones who have purchased recently are much more willing to buy new products than others 22 purchasing in the past
Recency code R
Assign them to 5 groups, top %20 in the first frequency group. Assign frequency codes such that the top group has code 5 and the bottom group has code 1. 23
It is observed that highest response rate is from the customers having highest frequency Frequent people respond better than less frequent ones but differences between groups are less than the ones in the recency The lowest frequency group always contains new customers 24 That is why it is named RFM
At the end of the monetary value coding, assign monetary value codes M = 1,...,5 to groups according to their groups.
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Frequency Results
1.8 1.4 1.2 1.1
Response %
2 1.5 1 0.5 0 5
It is observed that highest response rate is from the customers having highest monetary value Unlike the recency case, there are not big differences between groups
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S
j 1
Sj
Assumption: Firms prefer customers with large size of wallet in order to retain large revenues and profits
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Sj
S
j 1
j
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Sj
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Data Mining
Collection, storage, and analysis of typically huge amounts of- data Data readily resides in the companys data warehouse Data cleaning is almost inevitable
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Data Mining
Goals of Data Mining Developing deeper understanding of the data Discovering hidden patterns Coming up with actionable insights Identifying relations between variables, inputs and outputs Predicting future patterns
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Information Visualization
Data mining algorithms... Can only detect certain types of patterns and insights Are too complex for end users to understand
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Information Visualization
A field of Computer Science which has evolved since the 1990s.
Before 1990s: Graphical methods for data analysis to pave the way for statistical methods After 1990s: Computer hardware has advanced with respect to memory, computational power, graphics calculations Software has advanced with respect to user interfaces Data collection systems have advanced (barcodes, RFID, ERP)
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Information Visualization
The analyst does not have to understand complex algorithms. Almost no training required. There are no limits to the types of insights that can be discovered.
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The Data
Field Name Desciption
TRANSACTION_ID
PRODUCT_NO
Transaction ID
Product Number
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Frequent Itemsets
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Frequent Itemsets
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Association Rules
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The Data
Field Name
DEPOT SKU_NO
Desciption
Depot ID SKU (Stock Keeping Unit) Number
VENDOR
DAY MONTH YEAR QUANTITY
UNIT_PRICE
REVENUE
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...
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Cumulative % Revenue
Cumulative % Customers
Revenue
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The Data
Field Name HS_NAME HS_TYPE_TEXT
UNIV_NAME UNIV_DEPT RANK_SAY
Pareto Squares
L Y(L)
s T
Y5(H)
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General Insights
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Benchmarking Highschools
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Benchmarking Departments
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Relationship Management
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References
Berry, M. J. A., Linoff, G. S. (2004) Data Mining Techniques. Wiley Publishing. Ertek, G. Visual Data Mining with Pareto Squares for Customer Relationship Management (CRM) (working paper, Sabanc University, Istanbul, Turkey) Ertek, G., Demiriz, A. A framework for visualizing association mining results (accepted for LNCS) Hughes, A. M. Quick profits with RFM analysis. http://www.dbmarketing.com/articles/Art149.htm Kumar, V., Reinartz, W. J. (2006) Customer Relationship Management, A Databased Approach. John Wiley & Sons Inc. Spence, R. (2001) Information Visualization. ACM Press.
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