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瑞安数字生活平台烘焙食品行业用户消费行为分析数据|用户行为分析数据集|精准营销数据集
收藏浙江省数据知识产权登记平台2024-11-02 更新2024-11-02 收录
下载链接：
https://www.zjip.org.cn/home/announce/trends/80200
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链接失效反馈资源简介：
通过对数字生活平台上烘焙食品行业的用户进行分层，品牌可以识别高价值用户，提供差异化的服务和营销策略，提高用户粘性和忠诚度。RFM模型可与其他用户数据相结合，实现更精细化的客户细分和精准营销。此外，通过分析用户RFM模型，品牌可以预测用户生命周期价值，优化用户留存策略。1. 数据采集：通过数字生活平台的销售活动，采集销售过程中交易日期，用户id，订单编号，订单金额等数据； 2. 数据处理：对数据进行去重、分类、合并、累加； 3. 算法规则：计算用户最近消费间隔(R)、累计消费频次(F)和累计消费金额(M)，通过这三个维度来划分用户，确定用户价值分类。对于R维度，根据分析日期与用户最近购买日期来计算最近消费间隔R，基于用户R值中值划分为2个区间：小于等于中值为1区间，大于中值为0区间；对于F维度，根据用户累计的支付订单量与退款订单量计算累计消费频次F，基于用户F值中值划分为2个区间：大于等于中值为1区间，小于中值为0区间；对于M维度，根据用户在累计的消费金额M与用户M值中值划分两个区间，大于等于中值为1区间，小于中值为0区间。基于三个维度的区间，将所有用户划分为8种用户类型，即重要价值用户(111)、重要唤回用户(011)、重要培养用户(101)、重要挽回用户(001)、潜力用户(110)、新用户(100)、一般维持用户(010)、流失用户(000)，基于这用户价值分类实现精细化的客户细分和精准营销。（注：中值即中位数，将数据集合划分为两部分）
提供机构：
瑞安市数据管理发展有限公司
创建时间：
2024-10-14
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