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INFERRING SEGMENTS FROM BIG DATA Working With Big Data

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INFERRING SEGMENTS FROM BIG DATA
Frequency (F)
Ranking
Recency (R)
Ranking
Monetary (M)
Ranking
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
1. all customers are independently ranked into equal-sized “tiles” three times over
56
1,164,927 customers
2. M scores are multiplied by 100 and F scores are multipled by 10 to create unique ranking values
100 200 300 400 500 10 20 30 40 50 1 2 3 4 5
3. MFR scores are added up for each customer to yield 125 unique MFR segments:
111 121 131 141 151 112 122 132 142 152 155
211 221 231 241 251 212 222 232 242 252 255
511 521 531 541 551 512 522 532 542 552 555
Most recent,
frequent, and
highest-value
customers Least recent,
frequent, and
lowest-value
customers
RFM SCORING

Publicada em: Dados e análise, Educação
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