title: ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ RFM-Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´Ð»Ñ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹ Ð² Ð±Ð°Ð·Ðµ Ð´Ð°Ð½Ð½ÑÑ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Using RFM analysis to model database changes
Creators: name: ÐÐ¸ÐºÐ¸ÑÐ¸Ð½, ÐÑÑÑÐ¼
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐÐ°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ
ÐÐ¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
ÑÐµÐ¿Ñ ÐÐ°ÑÐºÐ¾Ð²Ð°
Ð²ÐµÑÐ¾ÑÑÐ½Ð¾ÑÑÐ¸ Ð¿ÐµÑÐµÑ Ð¾Ð´Ð¾Ð²
ÑÐµÐ³Ð¼ÐµÐ½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²
ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ñ
Ð°ÑÑÐ¾ÑÐ¸Ð°ÑÐ¸Ð²Ð½ÑÐµ Ð¿ÑÐ°Ð²Ð¸Ð»Ð°
Markov chain
transition probabilities
customer segments
clustering
association rules

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ RFM Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´Ð»Ñ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹ Ð² Ð±Ð°Ð·Ðµ Ð´Ð°Ð½Ð½ÑÑÂ». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ RFM Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ñ ÑÐµÐ»ÑÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ð¸ Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð², Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼Ð¾Ð² ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ Ð¿Ð¾Ð¸ÑÐºÐ° Ð°ÑÑÐ¾ÑÐ¸Ð°ÑÐ¸Ð²Ð½ÑÑ Ð¿ÑÐ°Ð²Ð¸Ð» Ð´Ð»Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼ÐµÑÐ°Ð½Ð¸Ðº Ð² ÑÑÐµÑÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ Ð² ÑÐ°Ð±Ð¾ÑÐµ:ÐÐµÑÐ°Ð»ÑÐ½Ð¾ Ð¸Ð·ÑÑÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ð¸ Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÐµÑÐ¸ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð°Ð¶Ðµ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð¸ÐºÐ¸. ÐÑÐ¿Ð¾Ð»ÑÐ·ÑÑ RFM Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÑ ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÑÐºÐ¾Ð¹ Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ Ð½Ð° ÑÐ°Ð·Ð½ÑÐµ ÑÐµÐ³Ð¼ÐµÐ½ÑÑ. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð° Ð¸ Ð¸Ð·ÑÑÐµÐ½Ð° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ¾ - Ð¼Ð°ÑÐµÐ¼Ð°ÑÐ¸ÑÐµÑÐºÐ°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð¾Ð½Ð¸ÑÐ¾ÑÐ¸Ð½Ð³Ð°, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð½Ð°Ñ ÑÐµÐ¿ÑÑ ÐÐ°ÑÐºÐ¾Ð²Ð°, Ð´Ð»Ñ Ð¾ÑÐµÐ½ÐºÐ¸ Ð²ÐµÑÐ¾ÑÑÐ½Ð¾ÑÑÐµÐ¹ Ð¿ÐµÑÐµÑÐ¾Ð´Ð¾Ð² ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð¼ÐµÐ¶Ð´Ñ ÑÐ°Ð·Ð½ÑÐ¼Ð¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°Ð¼Ð¸. ÐÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¾ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ð¹ Ð½Ð° ÑÐµÐ³Ð¼ÐµÐ½ÑÑ ÐÐ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð².ÐÐµÑÐ°Ð»ÑÐ½Ð¾ Ð¸Ð·ÑÑÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´ ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ k-means Ð¸ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ Ð¿Ð¾Ð¸ÑÐºÐ° Ð°ÑÑÐ¾ÑÐ¸Ð°ÑÐ¸Ð²Ð½ÑÑ Ð¿ÑÐ°Ð²Ð¸Ð» Apriori. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð¼Ð¾ÑÑÐ¾ÑÑÐµÐ»ÑÐ½Ð¾Ðµ ÑÐµÑÐµÐ½Ð¸Ðµ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ðµ Ð½Ð° ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ RFM Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð±Ð°Ð·Ñ Ð´Ð°Ð½Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð², Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼Ð¾Ð² Ð¾ÑÐµÐ½ÐºÐ¸ Ð²ÐµÑÐ¾ÑÑÐ½Ð¾ÑÑÐ¸ Ð¼Ð¸Ð³ÑÐ°ÑÐ¸Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð¼ÐµÐ¶Ð´Ñ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°Ð¼Ð¸, Ð¼ÐµÑÐ¾Ð´Ñ ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð´Ð°Ð½Ð½ÑÑ. ÐÐ°Ð½Ð½Ð¾Ðµ ÑÐµÑÐµÐ½Ð¸Ðµ Ð¼Ð¾Ð¶ÐµÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÑÑÑÑ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÐ¼Ð¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÑÐ¼Ð¸ Ð² ÑÑÐµÑÐµ ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ.
description: The topic of the final qualifying work: âUsing 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.