In this section, I will perform RFM analysis and CLTV prediction on the online_retail_ii dataset.

If you want to download the dataset, you can use this link

📌 The UK-based retail company wants to divide its customers into segments and determine marketing strategies according to these segments. He thinks that conducting marketing studies specifically for customer segments that exhibit common behaviors will increase revenue. RFM analysis will be used to segment.

📌 The UK-based retail company wants to set a roadmap for its sales and marketing activities. In order for the company to make a medium-long-term plan, it is necessary to estimate the potential value that existing customers will provide to the company in the future.