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MARKETING & RETAIL ANALYTICS- WEEK-1

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 DSBA CURRICULUM DESIGN
CORE DOMAIN
FOUNDATIONS COURSES APPLICATIONS

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Data Science Using Advanced
Statistics Marketing Retail
Python Analytics
Data Mining (Week-1/3)
Statistical Methods
for Decision
Predictive Modelling Financial Risk
Making
Analytics
Machine Learning

Data Visualization

SQL
Time Series
ForecastingSharing
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 LEARNING
OBJECTIVE OF
THIS MODULE
• Marketing & Retail
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Terminologies
• Recency-Frequency-Monetary
(RFM) Analysis
• Customer Churn
• Market Basket Analysis (MBA)
• Customer Lifetime Value (CLV)

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 LEARNING OBJECTIVES OF THIS SESSION
● Recency Frequency Monetary Analysis using:

 Excel
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 KNIME
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• Customer Segmentation using K-Means Clustering using

 KNIME

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 TRY ANSWERING THE FOLLOWING
● What is a SKU ?

● What is a UPC ?
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 BROAD OVERVIEW

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Recency Frequency Monetary

• Freshness of • The number or • Money spent or
Customer Visits frequency of Purchasing
• When was the Customer power of the
last time the transactions Customer
Customer had • How often the • How much
purchased? customer money has the
purchased? Customer spent
purchasing?

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 Apply Data Science at your workplace to gain some instant benefits:

• Get noticed by your management with your outstanding analysis backed by data
science.
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• Create an impact in your organization by taking up small projects/initiatives to solve

critical issues using data science.

• Network with members from the data science vertical of your organization and seek
opportunities to contribute in small projects.

• Share your success stories with us and the world to position yourself as a subject matter
expert in data science.Proprietary content. ©Great
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Industry Application – Customer Segmentation

RFM segmentation is a great method to identify groups of customers for special

treatment. RFM segmentation allows marketers to target specific clusters of
customers with promotions that are more relevant for their particular behavior – and
hence provides much higher rates of response and increased loyalty.

Reference:
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CASE STUDY
1. The data for a Retail Store Chain’s Sales has been given and we need
to perform RFM analysis for customer Segmentation using Excel and
KNIME.

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ANY QUESTIONS
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HAPPY LEARNING
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