To read this content please select one of the options below:

Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company

Application of Big Data and Business Analytics

ISBN: 978-1-80043-885-9, eISBN: 978-1-80043-884-2

Publication date: 4 December 2020

Abstract

Customer segmentation is an important research area that helps organizations to improve their services according to customer needs. With the increased information that shows customer attitudes, it is much easier and also more necessary than before to analyze customer responses on different campaigns. Recency, frequency, and monetary (RFM) analysis allows us to segment customers according to their common features. In this chapter, customer segmentation and RFM analysis are explained first, then a real case application of RFM analysis on customer segmentation for a Fuel company is presented. At the end of the application part, possible strategies for the company are generated.

Keywords

Citation

Sari, I.U., Sergi, D. and Ozkan, B. (2020), "Customer Segmentation Using RFM Analysis: Real Case Application on a Fuel Company", Kumari, S., Tripathy, K.K. and Kumbhar, V. (Ed.) Application of Big Data and Business Analytics, Emerald Publishing Limited, Bingley, pp. 139-158. https://doi.org/10.1108/978-1-80043-884-220211009

Publisher

:

Emerald Publishing Limited

Copyright © 2021 Emerald Publishing Limited