Marketing RFM Analysis

I recently enrolled for Virtual internship program by KPMG & Forage on Data analytics & consulting, where my task was to do a sales & marketing analysis for the client through the provided data. So the client wanted a list of high priority customers that the marketing team can target. So I conducted few analysis & gathered insights

Insights :- 💡 1. RFM Analysis :- RFM analysis is a marketing technique used to quantitatively rank and group customers based on the recency, frequency and monetary total of their recent transactions to identify the best customers and perform targeted marketing campaigns.

You all can see my findings of RFM analysis on Page 3. Platinum customers were more compared to other customers.

💡 2. Purchase by Gender :- Data shows, on average female have more purchases compared to males. Females purchase 3% more than males

💡 3. Industry segment analysis :- The top 3 industry sectors brings the most profits are; Financial services, Manufacturing & Health. Financial services brings almost 2M of profit

💡 4. Age segment analysis :- Age is the most important factor for bike purchases, most profits comes from age segment of 40-49, followed by 50-59, 30-39.

💡 5. Region analysis :- Region plays a important role in sales & customer behaviour, most of our customers are from NSW, VLC states. So customers in this states should be our priority.

Conclusion :-

After conducting all this successful analysis, the conclusion was that the marketing team should target this of the customers for the growth of the company 📈 • Female customers • Customers with age of 40-49 • Customers working in Financial services, Manufacturing & health industries • Customers living in NSW state