RFM (recency, frequency, monetary) analysis is an essential tool for customer segmentation, which is very important for marketing, communication, and even operations management activities. RFM is a widely adopted segmentation tool since it can be accomplished by using purchase transactions. In this study, we use the purchase transactions of Modanisa.com, which is a global e-commerce website from Turkey, to build a fuzzy RFM module. In the first step, the transaction data is converted to R, F, M data parameters, and then the fuzzy c-means algorithm is used to build the RFM clusters.
CITATION STYLE
Oztaysi, B., & Kavi, M. (2021). Fuzzy RFM Analysis: An Application in E-Commerce. In Advances in Intelligent Systems and Computing (Vol. 1197 AISC, pp. 1225–1232). Springer. https://doi.org/10.1007/978-3-030-51156-2_143
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