Applying Data Analysis to Retail Channel Marketing

Abstract

There is a critical variable that is important to one of each enterprise - customer loss rate The issue of losing the customer happens to all the industries In general the enterprise will try to locate the new customer as the replacement for lost customers But some of the research indicates that wakes up the deep sleep customer will be considered a better strategy Therefore obtaining effective information from the vast database is the answer that all the companies want to achieve Based on that the study applied the data provided by a bedding retailer and proceed with the data analysis and setting up three screening conditions for evoking marketing to locate the sleeping customer for the supplier The screening conditions are the customer bears no transaction in a year-and-a-half to dig out the customer with the potential purchasing power and the CAI value in the past must be excessive over zero And to combine the customer's repurchase rate the higher the possibility the early the priority to execute the marketing and promotion; the result indicates the screening condition in this study does fit into the supplier's characteristics and found the deep sleep customer with the purchasing power

Date of Award	2021
Original language	English
Supervisor	Lih-Chyun Shu (Supervisor)