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  • MRA-intro and Seg-2

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    Rajat
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    The document discusses key marketing and retail analytics terminology such as SKU, FMCG, shrinkage, and RFID. It then covers customer profiling and segmentation, including performing RFM analysis to categorize customers. Finally, it mentions checking the effectiveness of marketing strategies using a DMAIC process. The entire document focuses on analytical concepts and methods used in marketing and retail applications.

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    The document discusses key marketing and retail analytics terminology such as SKU, FMCG, shrinkage, and RFID. It then covers customer profiling and segmentation, including performing RFM analysis to categorize customers. Finally, it mentions checking the effectiveness of marketing strategies using a DMAIC process. The entire document focuses on analytical concepts and methods used in marketing and retail applications.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    21 views12 pages

    MRA-intro and Seg-2

    Uploaded by

    Rajat
    The document discusses key marketing and retail analytics terminology such as SKU, FMCG, shrinkage, and RFID. It then covers customer profiling and segmentation, including performing RFM analysis to categorize customers. Finally, it mentions checking the effectiveness of marketing strategies using a DMAIC process. The entire document focuses on analytical concepts and methods used in marketing and retail applications.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Marketing and Retail

    Analytics
    Applications and Implementation
    What is Marketing
    Terminology
    • SKU
    • FMCG/CPG
    • Shrinkage
    • RFID
    • Relationship Retailing
    • Private Label
    • POS
    • Product Life Cycle
    • Wallet Share
    • Market Basket
    Terminology
    • Mystery Shopping
    • Loss Leader
    • Cross-Merchandising
    • Inventory Turnover
    • Churn Rate
    • 4 Ps
    • CLV
    • P-Alive
    • Segmentation
    • RFM
    https://clevertap.com
    Customer Profiling (Segmentation)
    Only UK Customers

    • Descriptive Stats
    • Data Exploration
    Perform RFM Analysis
    Monetary
    RECENCY FREQ H M L
    H 402 96 1
    Active H M 96 258 34
    L 3 33 56
    H 282 148
    At-Risk M M 136 797 140
    L 22 152 282
    H 20 22
    Inactive L M 12 324 123
    L 6 129 344
    Base Silver Gold
    Base Silver Gold
    Base Silver Gold
    Check Effectiveness

    DMAIC

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