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This project creates RFM segmentation to understand retail customers' underlying buying patterns. Also, this project aims to generate recommendations for customised marketing strategies.

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rfm-analysis python exploratory-data-analysis time-series knime-analytics-platform knime-workflow excel

retail-analytics-rfm's Introduction

Marketing and Retail Analytics - RFM Segmentation

This project aims to find the underlying buying patterns of the customers of an automobile part manufacturer based on the past 3 years of the Company's transaction data and hence recommend customized marketing strategies for different segments of customers.

Recency-Frequency-Monetary (RFM) methodology is used to create 4 segments of customers. Insights are generated on these segments to create actionable recommendations. Strategies are devised to target promotional activities and increase their spends alongwith retention efforts.

Skills and Tools

RFM, Exploratory Data Analysis, Python, Time Series, KNIME, Excel

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