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RFM Analysis Reveals Best Customer Segments for London Jets Hockey Franchise

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Abhi Arya

The document discusses strategies to increase sales for the struggling London Jets Hockey franchise. It analyzes customer data using RFM (Recency, Frequency, Monetary) analysis to identify the most valuable customer segments. The analysis shows that recent customers tend to be younger, wealthier, and more likely to own vehicles. Most valuable segments are married customers who purchase frequently and spend more. The summary proposes targeting these segments with membership discounts, family packages, and VIP experiences to boost loyalty and attendance.

Business
1  sur  18
Presented By: Abhinav Arya [email_address]
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Similarly, we code the other quintiles and combine the scores to obtain RFM values. “ 555” is the best score. Recency Frequency Monetary RFM 5 5 4 554 5 5 3 553 5 4 5 545 5 3 3 533 5 3 3 533 5 3 3 533
As pre RFM, The highlighted income group should be the segment where more concentration is to be done.
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Married customers are high. More concentration should be on add-ons. Count of Cust ID   Recency           Sex Marital Status 1 2 3 4 5 Grand Total B (blank) 0.00% 50.00% 50.00% 0.00% 0.00% 100.00% B Total   0.00% 50.00% 50.00% 0.00% 0.00% 100.00% F Married 50.00% 0.00% 0.00% 0.00% 50.00% 100.00%   Single 42.86% 14.29% 14.29% 0.00% 28.57% 100.00% F Total   44.44% 11.11% 11.11% 0.00% 33.33% 100.00% M Married 0.00% 37.50% 12.50% 25.00% 25.00% 100.00%   Single 18.18% 9.09% 27.27% 36.36% 9.09% 100.00% M Total   10.53% 21.05% 21.05% 31.58% 15.79% 100.00% Grand Total   20.00% 20.00% 20.00% 20.00% 20.00% 100.00%
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RFM Analysis Reveals Best Customer Segments for London Jets Hockey Franchise

  • 1. Presented By: Abhinav Arya [email_address]
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  • 10. Similarly, we code the other quintiles and combine the scores to obtain RFM values. “ 555” is the best score. Recency Frequency Monetary RFM 5 5 4 554 5 5 3 553 5 4 5 545 5 3 3 533 5 3 3 533 5 3 3 533
  • 11. As pre RFM, The highlighted income group should be the segment where more concentration is to be done.
  • 12.
  • 13. Married customers are high. More concentration should be on add-ons. Count of Cust ID   Recency           Sex Marital Status 1 2 3 4 5 Grand Total B (blank) 0.00% 50.00% 50.00% 0.00% 0.00% 100.00% B Total   0.00% 50.00% 50.00% 0.00% 0.00% 100.00% F Married 50.00% 0.00% 0.00% 0.00% 50.00% 100.00%   Single 42.86% 14.29% 14.29% 0.00% 28.57% 100.00% F Total   44.44% 11.11% 11.11% 0.00% 33.33% 100.00% M Married 0.00% 37.50% 12.50% 25.00% 25.00% 100.00%   Single 18.18% 9.09% 27.27% 36.36% 9.09% 100.00% M Total   10.53% 21.05% 21.05% 31.58% 15.79% 100.00% Grand Total   20.00% 20.00% 20.00% 20.00% 20.00% 100.00%
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