Using RFM analysis to model database changes
Jazyk: | ruština |
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Rok vydání: | 2023 |
Předmět: | |
DOI: | 10.18720/spbpu/3/2023/vr/vr23-1166 |
Popis: | Тема вÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ: «ÐÑполÑзование RFM анализа Ð´Ð»Ñ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹ в базе даннÑÑ Â».ÐÐ°Ð½Ð½Ð°Ñ ÑабоÑа поÑвÑÑена иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑи пÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ RFM анализа Ñ ÑелÑÑ ÑегменÑаÑии Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½Ñов, а Ñакже иÑполÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð°Ð»Ð³Ð¾ÑиÑмов клаÑÑеÑизаÑии и поиÑка аÑÑоÑиаÑивнÑÑ Ð¿Ñавил Ð´Ð»Ñ ÑеализаÑии Ð¼ÐµÑ Ð°Ð½Ð¸Ðº в ÑÑеÑе маÑкеÑинга и ÑпÑавлениÑ.ÐадаÑи, коÑоÑÑе бÑли ÑеÑÐµÐ½Ñ Ð² ÑабоÑе:ÐеÑалÑно изÑÑÐµÐ½Ñ Ð¾ÑобенноÑÑи ÑегменÑаÑии Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½Ñов на пÑимеÑе ÑоÑговой ÑеÑи по пÑодаже ÑлекÑÑоники.ÐÑполÑзÑÑ RFM анализ, пÑедÑÑавлена возможноÑÑÑ ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÑкой Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ Ð½Ð° ÑазнÑе ÑегменÑÑ.РаÑÑмоÑÑена и изÑÑена Ñкономико - маÑемаÑиÑеÑÐºÐ°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ ÑпÑавленÑеÑкого мониÑоÑинга, пÑедÑÑÐ°Ð²Ð»ÐµÐ½Ð½Ð°Ñ ÑепÑÑ ÐаÑкова, Ð´Ð»Ñ Ð¾Ñенки веÑоÑÑноÑÑей пеÑÐµÑ Ð¾Ð´Ð¾Ð² клиенÑов Ð¼ÐµÐ¶Ð´Ñ ÑазнÑми ÑегменÑами.ÐÑполнено моделиÑование маÑкеÑинговÑÑ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑвий на ÑегменÑÑ ÐРклиенÑов.ÐеÑалÑно изÑÑÐµÐ½Ñ Ð¼ÐµÑод клаÑÑеÑизаÑии k-means и алгоÑиÑм поиÑка аÑÑоÑиаÑивнÑÑ Ð¿Ñавил Apriori.РезÑлÑÑаÑом данной ÑабоÑÑ ÑвлÑеÑÑÑ ÑамоÑÑоÑÑелÑное ÑеÑение, напÑавленное на ÑеализаÑÐ¸Ñ RFM анализа Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½Ñов, алгоÑиÑмов оÑенки веÑоÑÑноÑÑи мигÑаÑии клиенÑов Ð¼ÐµÐ¶Ð´Ñ ÑегменÑами, меÑÐ¾Ð´Ñ ÐºÐ»Ð°ÑÑеÑизаÑии даннÑÑ . Ðанное ÑеÑение Ð¼Ð¾Ð¶ÐµÑ Ð¿ÑименÑÑÑÑÑ ÑазлиÑнÑми пÑедпÑиÑÑиÑми в ÑÑеÑе ÑиÑейла и ÑпÑавлениÑ. The topic of the final qualifying work: âUsing RFM Analysis to model Database Changesâ.This work is devoted to the study of the possibility of using RFM analysis to segment the customer database, as well as the use of clustering algorithms and the search for association rules to implement mechanics in the field of marketing and management.Tasks that were solved in the work:The features of segmentation of the customer base are studied in detail on the example of a retail network selling electronics.With the help of RFM analysis, the possibility of dividing the customer base into different segments is presented.The economic-mathematical model of managerial monitoring, represented by the Markov chain, is considered and investigated to assess the probabilities of switching customers between different segments.Completed modeling of marketing impact on segments of the customer base.The k-means clustering method and the algorithm for searching for a priori association rules are studied in detail.The result of this work is an independent solution aimed at implementing an RFM analysis of the customer base, algorithms for assessing the probability of customer migration between segments, and data clustering methods. This solution can be used by various retail and management businesses. |
Databáze: | OpenAIRE |
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