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Journals / Öneri Dergisi / 2024 / Cilt: 19 Sayı: 62

AN EMPIRICAL RESEARCH ON COMPARISON OF CUSTOMER SEGMENTATION MODELS

MÜŞTERİ SEGMENTASYON MODELLERİNİN KARŞILAŞTIRILMASI ÜZERİNE AMPİRİK BİR ARAŞTIRMA

Ebru Sarıoğlu(MARMARA ÜNİVERSİTESİ)0009-0008-0482-0635
Mehmet İnel(MARMARA ÜNİVERSİTESİ)0000-0002-6966-3238
Pages
130–145
Publication Date
2024-07-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results aim to determine which marketing strategies can be more effective by applying these methods and the most appropriate method according to the sector’s objectives.

📌 3 Key Takeaways

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Objective & Hypothesis:Identifying customers and determining their real needs and expectations is complicated for companies.
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Key Findings & Data:This study compares the traditional RFM (Recency, Frequency, Monetary) model with the extended LRFM (Lenght, Recency, Frequency, Monetary) and RFMV (Recency, Frequency, Monetary, Variety) customer segmentation models using 228 customer data sets of a company operating in the biotechnology sector.
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Conclusion & Impact:The results aim to determine which marketing strategies can be more effective by applying these methods and the most appropriate method according to the sector’s objectives.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Müşteri Segmentasyonu · RFM · RFMV

Abstract

Identifying customers and determining their real needs and expectations is complicated for companies. In order to facilitate the process, customer segmentation is used to divide customers who share similar characteristics into smaller groups. Many models have been developed for customer segmentation. This study compares the traditional RFM (Recency, Frequency, Monetary) model with the extended LRFM (Lenght, Recency, Frequency, Monetary) and RFMV (Recency, Frequency, Monetary, Variety) customer segmentation models using 228 customer data sets of a company operating in the biotechnology sector. We examine how these models, extensively applied in the retail sector, can be used for B2B firms operating in the biotechnology sector. The results aim to determine which marketing strategies can be more effective by applying these methods and the most appropriate method according to the sector’s objectives.

Özet

Şirketler için müşterilerin tanımlanması, onların gerçek ihtiyaçlarının ve beklentilerinin belirlenmesi oldukça zor bir süreçtir. Süreci kolaylaştırmak adına müşteri segmentasyonu yaparak benzer özellikleri paylaşan müşteriler daha küçük gruplara ayrılmaktadır. Müşteri segmentasyonu yapabilmek için birçok model geliştirilmiştir. Bu çalışmada, biyoteknoloji sektöründe faaliyet gösteren bir firmaya ait 228 müşteri veri seti kullanılarak geliştirilen modellerden, geleneksel RFM (Recency, Frequency, Monetary) modeli ile genişletilmiş LRFM (Lenght, Recency, Frequency, Monetary) ve RFMV (Recency, Frequency, Monetary, Variety) müşteri segmentasyon modelleri kıyaslanmaktadır. Yoğun olarak perakende sektöründe uygulanan bu modellerin, biyoteknoloji sektöründe faaliyet gösteren B2B firmaları için nasıl kullanılabileceği incelenmektedir. Ulaşılan sonuçlar bu yöntemlerin uygulanmasıyla hangi pazarlama stratejilerinin daha etkili olabileceğini ve sektörün hedeflerine göre en uygun yöntemin belirlenmesini amaçlamaktadır.

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Cite This Article

Sarıoğlu, E., İnel, M. (2024). AN EMPIRICAL RESEARCH ON COMPARISON OF CUSTOMER SEGMENTATION MODELS. Öneri Dergisi, Cilt: 19 Sayı: 62, 130–145. https://doi.org/10.14783/maruoneri.1464977

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