Data Analysis

RFM Segments

RFM Segmentation of your customer base

Segmenting an existing customer base can serve many purposes: personalize marketing programs, campaigns and communication, predict movement between segments, better customer value predictions. How can you segment your existing customer base? Here I show you how I segmented a real three-years e-commerce customer base using Recency, Frequency and Monetary Value. I went through the following …

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An R script to calculate the Kano Model

The procedure I described in https://marcellodelbono.it/en/2019/06/14/prioritizing-the-product-backlog-with-the-kano-model/ is a bit intricate so I wrote a script to make the calculation with R, starting from the survey outcome file. Here it is. In order to give you an idea on how to implement it yourself,  it starts with reading an excel file with the survey outcome, then …

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