Informace o publikaci
Teaching statistical RFM segmentation in Excel
| Autoři | |
|---|---|
| Rok publikování | 2018 |
| Druh | Článek ve sborníku |
| Konference | INTED2018 Proceedings |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | http://www.wikicfp.com/cfp/servlet/event.showcfp?eventid=67262 |
| Doi | http://dx.doi.org/10.21125/inted.2018.2000 |
| Klíčová slova | RFM; Excel; teaching |
| Popis | RFM (Recency, Frequency, Monetary) segmentation, visualization and interpretation belong among essential skills expected from "business study programs" graduates. However, specialized SWs suitable for these analyses aren’t usually available at universities. Although Excel does not have a specialized module for RFM analysis [3] there are standard Excel modules which can be easily adjusted to process it. |