Thursday, 23 December 2010

Data dimensions required in the retail mining datamart

The information contained in the retailing datamart should capture all transactions and all customer related information, covering, at a minimum, the following data dimensions:

· Registration data, collected during the loyalty scheme application process

· RFM attributes (Recency, Frequency, Monetary), overall or for each product category. More specifically:

    o Time since the last transaction (purchase event) or since the most recent visit day.

    o Frequency (number) of transactions or number of days with purchases.

    o Value of total purchases

· Relative spending in each product category / subcategory

· Preferred stores / departments

· Time and day of customer visits, also examining special occasions (summer, Christmas etc.) and sales periods

· Payment (cash, credit card, etc) type and channel of purchase (store, phone, internet)

· Campaign contacts and responses

· Use of vouchers and reward points

· Recorded complains and results

Source: Data Mining Techniques in CRM. Inside Customer Segmentation, Wiley 2009

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