data driven customer segmentation - wordpress.com · 6/29/2015 4 segmentation examples from simple...
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Data Driven Customer SegmentationA whirl wind tour.
Jim PorzakData Science for Customer Intelligence (DS4CI.org)
Global Predictive Analytics ConferenceSanta Clara, CA
May 5, 2015
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Why Segment Customers?
● For strategic and tactical business
decisions
● Strategic
– Segments fairly stable over time
– Conceptually high level
● Tactical
– Reflect customers current state
– Actionable today – in the weeds
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How to Segment?
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Segmentation Examples
From simple to more complex:
● Customer Tenure
– A really simple concept – everyone “gets it”
– Can have huge impact on an organization
● RFM Based Segmentation
– Not your grandfather’s RFM!
– Intuitive & actionable segments
● Customer Classification
– Based on ~ static properties (preference or properties)
– Use unsupervised clustering
● Customer Life-stage Segments (a preview)
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Customer Tenure Based Segments
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Customer Tenure Segments
Newbie
Evolving
Mature
Core
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Customer Tenure SegmentsWith Marketing Actions
On-board
Nurture
Retain
Reward
Newbie
Evolving
Mature
Core
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Customer Tenure SegmentsHow to Determine Break Points?
Tenure Days/Months/Years
0 ?0 ? ?
Newbie
Evolving
Mature
Core
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Customer Tenure SegmentsIf subscription, look at hazard ratio curve.
X
105
380745
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Customer Tenure SegmentsHow to Determine Break Points?
Tenure Days
0 1050 380 745
Newbie
Evolving
Mature
Core
KPI’s for the first three segments is the % of incoming customers passed on to next segment.On-
board
Nurture
Retain
Reward
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RFM Based Segments
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What’s RFM?
It's all about your customer!
● Recency – How long since they did it?
● Frequency – How often have they done it?
● Monetary – What have they paid you to do it?
“it” depends on what you do & are measuring…
– Selling things => event is purchasing (classical RFM)
– Communicating => event is reading, clicking
– Delivering => event is using
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Spoiler Alert: Final Segments
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Recency
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Frequency
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Monetary
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Plot # Customers by R x F
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Now Bake in Monetary
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Too Complicated. Simplify!
● What cells can be combined?
– Must make sense for marketing actions.
– Way to many cells!
– What is the story?
● How about two basic concepts?
– Lifestage: New, Active, Lapsed, Lost
– Value: Gold, Silver, Bronze
● Combine as:
– New, Lapsed, & Lost
– High Value, Repeat, & One-time
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These Segments on Balloon Plot
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Smoothing Out Adjacent Cells
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Clear Marketing Actions per Segment
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Cluster Based Segments
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Cluster Based Segments
● Given a data set of non-required preferences and/or
properties individual entities, find clusters to segment
the entities.
● Totally unsupervised. We only specify the number of
clusters we want.
● Two criteria for a “good” solution:
– The cluster solution is stable
● Repeatable with different random starts
– The segments make sense
● Our business partners can tell a story about each segments
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Tool: flexclust by Fritz Leish
● Allows different distance measures
– In particular, the Jaccard distance which is suited for
optional response type survey or optional properties
lists
– 1 is a “yes” to the question - it is significant.
– 0 is a didn't answer or does not apply. 0 is not the
opposite of “yes.”
● Additionally flexclust had very good diagnostic
and visualization tools. As an R package, it
leverages the rest of the R ecosystem.
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Using flexclust
● Generate cluster solutions for
– A range of desired # of clusters (k), say 3 to 8
● Over a set of random seeds (~ 6-10)
● Discard cluster solutions for k's which do
not have stable solutions
● Examine variable plots by segment for
remaining k's
– Pick the one which makes most sense to your
business partners.
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Example 1 – Survey Responses
● 20k respondents to technical product use
survey
● 35 check boxes or radio buttons
– None are required
– Coded as binary responses
● Goal: come up with “a few” segments
which can be used to segment new
respondents for follow up sales actions.
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Example 1 - The 5-cluster solutionThe 20k subjects plotted over the first two principal components:
The 5 clusters showing distribution of responses to each question:
Red dots arefor the overall
population
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Example 2 – Business Attributes
● ~1k respondents to “nature of your
business” survey
● 62 check boxes or radio buttons
– In six topics
– Some are required
– Coded as binary responses
● Goal: come up with “a few” segments to
characterize the fundamental natrue of the
on-line business
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Example 2 – the 6-cluster solution
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Customer Lifestage Segments
Preview
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Sequence Analysis & Clustering
Example from TraMineR site – education / employment life stage clusters:
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Can we find similar paths by our customers?
Stay tuned – we’re working on that now!
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What We Covered
● Why & how to segment you customers
● Three examples & one preview:
– Customer Tenure Segments
– RFM Based Segments
– Cluster Based Segments
– Life Stage Cluster Segments
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Questions? Comments?
Now is the time!
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Learning More
● Tenure based segmentation & subscription survival
– Subscription Survival for Fun & Profit:
https://ds4ci.files.wordpress.com/2013/05/paw_sf2012_subscriptionsurvivalforfunandprofit.pdf
● RFM based segmentation
– Workshop at N Cal DMA lunch group
https://ds4ci.files.wordpress.com/2015/03/rfmb_dmanc_200905201.pdf
– Using R for Customer Segmentation workshop at useR! 2008 Dortmund
https://ds4ci.files.wordpress.com/2015/03/rfmb_dmanc_200905201.pdf
● Also has sample data set & flexclust example
● Customer Classification
– See above useR! 2008 workshop for details on flexclust
● Lifestage with TraMinerR http://traminer.unige.ch/
● Fader & Hardy http://www.brucehardie.com/talks.html
● Jim’s Archives www.ds4ci.org/archives
● Contact: [email protected]