CN112184327A - Method and device for evaluating life-long value of customer - Google Patents
Method and device for evaluating life-long value of customer Download PDFInfo
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- CN112184327A CN112184327A CN202011096990.5A CN202011096990A CN112184327A CN 112184327 A CN112184327 A CN 112184327A CN 202011096990 A CN202011096990 A CN 202011096990A CN 112184327 A CN112184327 A CN 112184327A
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Abstract
The embodiment of the invention provides a method and a device for evaluating the lifelong value of a client, relates to the technical field of big data, and is used for reflecting the lifelong value of the client to a commodity and facilitating enterprises to make accurate marketing strategies. The method comprises the following steps: determining a market segment of a target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; determining a life value model of the client for the target industry according to historical access data of the client for the market segmentation; the historical access data is used for indicating the access information of the client to each product in the target industry; and determining the life value of the client to the target industry according to the life value model of the client of the target industry and the first algorithm. The invention is used for evaluating the life-long value of the client.
Description
Technical Field
The invention relates to the technical field of big data, in particular to a method and a device for evaluating life-long value of a client.
Background
With the social development and the progress of production technology, the variety of commodities in daily life is more and more abundant, the rigid demand of customers on the commodities is changed into the improvement demand, and the marketing strategy of various production and sales enterprises is also changed from the product oriented mode to the customer oriented mode. Therefore, how to mine the value of the customer becomes a crucial point in the process of making the marketing strategy.
With the development of big data technology, a customer value mining method based on big data analysis becomes a main mode of accurate marketing. In the existing customer value mining based on big data technology, the customer value is usually determined by an RFM model, but the RFM model is mainly used for reflecting the current value of a customer and is commonly used for determining the customer value of a single commodity, so that the comprehensive value of the customer cannot be determined for various commodities, and the long-term value of the customer cannot be reflected.
Disclosure of Invention
The embodiment of the invention provides a method and a device for evaluating the lifelong value of a client, which are used for reflecting the lifelong value of a commodity of the client and facilitating enterprises to make accurate marketing strategies.
In order to achieve the above purpose, the embodiment of the invention adopts the following technical scheme:
in a first aspect, a method for assessing a lifetime value of a customer is provided, which includes: determining a market segment of a target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; determining a life value model of the client for the target industry according to historical access data of the client for the market segmentation; the historical access data is used for indicating the access information of the client to each product in the target industry; and determining the life value of the client to the target industry according to the life value model of the client of the target industry and the first algorithm.
In a second aspect, there is provided a customer lifelong value evaluation apparatus including: the classification module is used for determining the market segmentation of the target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; the first price value module is used for determining a client life-long value model of the client to the target industry according to the historical access data of the market segmentation determined by the client to the classification module; the historical access data is used for indicating the access information of the client to each product in the target industry; and the second price value module is used for determining the customer life value of the client to the target industry according to the customer life value model of the target industry determined by the first price value module and the first algorithm.
In a third aspect, there is provided a customer lifelong value evaluation apparatus comprising: a memory, a processor, a bus, and a communication interface; the memory is used for storing computer execution instructions, and the processor is connected with the memory through a bus; when the customer lifetime value assessment apparatus is operating, the processor executes computer-executable instructions stored by the memory to cause the customer lifetime value assessment apparatus to perform the customer lifetime value assessment method as provided by the first aspect.
In a fourth aspect, a computer-readable storage medium is provided, the computer-readable storage medium comprising computer-executable instructions that, when executed on a computer, cause the computer to perform the method for customer lifelong value assessment as provided in the first aspect.
The method for evaluating the life value of the client provided by the embodiment of the invention comprises the following steps: determining a market segment of a target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; determining a life value model of the client for the target industry according to historical access data of the client for the market segmentation; the historical access data is used for indicating the access information of the client to each product in the target industry; and determining the life value of the client to the target industry according to the life value model of the client of the target industry and the first algorithm. The embodiment of the invention determines the segment markets corresponding to each industry by classifying the products in each industry, determines the corresponding life value models of the clients according to the historical access data of each product in each segment market, and reflects the requirements of the clients on each product by the life value models of the clients; meanwhile, the client lifetime value of the client to each industry is determined by combining the client model of each product according to the weight corresponding to the client lifetime value model of each product, so that the client lifetime value of the client to a single product can be reflected, the client lifetime value of the client to each product and the client lifetime value of each industry can be reflected, the problem that the RFM model only reflects the client lifetime value of a single commodity is avoided, and the future client lifetime value of the client to each industry and each product can be reflected.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
Fig. 1 is a first schematic flow chart of a method for evaluating lifetime value of a customer according to an embodiment of the present invention;
fig. 2 is a schematic flow chart diagram of a method for evaluating lifetime value of a client according to an embodiment of the present invention;
FIG. 3 is a first schematic structural diagram of a life-long value model of a client according to an embodiment of the present invention;
fig. 4 is a schematic structural diagram of a life-long value model of a client according to an embodiment of the present invention;
fig. 5 is a schematic structural diagram three of a life-long value model of a client according to an embodiment of the present invention;
fig. 6 is a schematic flow chart diagram of a method for evaluating lifetime value of a client according to an embodiment of the present invention;
fig. 7 is a schematic structural diagram of a customer lifetime value assessment apparatus according to an embodiment of the present invention;
fig. 8 is a schematic structural diagram of another customer lifetime value assessment apparatus according to an embodiment of the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
It should be noted that, in the embodiments of the present invention, words such as "exemplary" or "for example" are used to indicate examples, illustrations or explanations. Any embodiment or design described as "exemplary" or "e.g.," an embodiment of the present invention is not necessarily to be construed as preferred or advantageous over other embodiments or designs. Rather, use of the word "exemplary" or "such as" is intended to present concepts related in a concrete fashion.
For the convenience of clearly describing the technical solutions of the embodiments of the present invention, in the embodiments of the present invention, the words "first", "second", and the like are used for distinguishing the same items or similar items with basically the same functions and actions, and those skilled in the art can understand that the words "first", "second", and the like are not limited in number or execution order.
To facilitate understanding of the present invention, the related art to which the present invention relates will now be explained.
RFM model
The RFM model is an important tool and means to measure customer value and customer profitability. The RFM model includes three elements: recent consumption Recency, consumption Frequency and consumption amount Monetary. The last consumption refers to the time when the customer last purchases the product, the consumption frequency refers to the times when the customer purchases the product within a certain set time period, and the consumption amount refers to the consumption amount of the customer within a certain set time period. By establishing the RFM model of the client, the historical value of the client can be determined, and therefore the importance of the client can be determined.
The RFM model can dynamically display the importance change condition of a client, provide a basis for enterprise formulation of personalized communication and service, accurately judge the long-term value (even the lifelong value) of the client, and provide support for the marketing strategy of the enterprise by improving the RFM model index.
Customer Life Value (CLV)
The lifetime value refers to the sum of revenue each customer may bring to the enterprise in the future. The customer value of each customer consists of three parts: historical value (the value of a client that has been realized so far), current value (the value of a client that will be brought to the enterprise in the future when the current behavior pattern of the client does not change) and potential value (the value of a client that may be increased when the enterprise can mobilize the purchasing enthusiasm of the client through effective cross-selling, or prompt the client to recommend products and services, etc. to others). Through the calculation of the lifelong value of the client, support can be provided for the enterprise to formulate a marketing strategy.
The client value determined by the RFM model at present is a reflection of the historical value of the client, and cannot reflect the client value which is possibly generated in the future of the client. Aiming at the problems existing in the RFM model, the embodiment of the invention provides a method for evaluating the life-long value of a client, as shown in FIG. 1, comprising the following steps:
and S101, determining the market segmentation of the target industry.
The target industry at least comprises a first product, the first product at least comprises a first product, and the market segment is used for classifying the products of the target industry.
In particular, each industry may include multiple types of products, and the same type of product may include multiple different products. For each type of product, different customers have different purchasing choices, and an enterprise (or a merchant) can determine the life value of each customer for each product according to the historical purchasing information of the customer, so that each customer is subjected to hierarchical management, a corresponding marketing strategy is formulated, and the enterprise profits are improved. In the embodiment of the invention, each industry can be subdivided according to different products in each industry, so that the life value of a customer for each product in each industry is determined. The industry industries herein can be the real estate industry, the automotive industry, the educational industry, and the like, each industry can include multiple types of products, e.g., the real estate industry can include house sales, house rentals, house renovations, and the like. The target industry described above may be any of the industry industries.
The market segment of each industry can be determined by those skilled in the art according to the upstream and downstream conditions of the industry chain of related products in each industry, or according to the sales location of related products in each industry, and the embodiment of the present invention is not limited thereto. The sales location can refer to the sales group targeted by the product, and can also be other sales locations.
For example, the following detailed description will be made by taking the automobile industry as an example, and when determining the corresponding market according to the upstream and downstream conditions of the industry chain of related products in the industry, the automobile industry can be divided into a first-level market, a second-level market and a third-level market. As shown in Table 1 below, the primary segment markets obtained by the primary segment in the automotive industry include a car buying market, a car renting market, an automobile aftermarket, and a driving school market, among others. The automobile buying market is used for providing services such as automobile buying and selling for the client, the automobile renting market is used for providing services such as automobile renting for the client, the post-automobile market is used for providing services such as automobile maintenance and oiling for the client after the automobile is purchased or rented, and the driving school market is used for providing services such as automobile driving training for the client.
TABLE 1
After the primary market segment of the automobile industry is determined, secondary market segment can be performed on the primary market segment again according to the grading condition of the primary market segment, for example, the secondary market segment can comprise a first dealer, a second dealer and a third dealer according to different automobile sales enterprises in the automobile purchasing market. As shown in table 2 below, the secondary market segments obtained by the secondary market segments include a car repair market, a violation processing market, a fueling service market, a parking service market, and the like. The automobile maintenance market is used for providing services such as automobile maintenance and maintenance, the violation processing market is used for providing services such as automobile violation inquiry and processing, the refueling service market is used for providing services such as refueling and preferential services of automobiles, and the parking service market is used for providing services such as parking lot positioning and automobile positioning.
TABLE 2
Similarly, after the second-level market segment corresponding to the first-level market segment is determined, the second-level market segment can be further subdivided in a third level, for example, the second-level market segment is subdivided again according to specific products of the second-level market segment, as shown in table 3 below, the automobile maintenance market comprises a first product, a second product and the like, and the violation processing market comprises a third product, a fourth product and the like. Of course, the above-mentioned fuel service market and parking service market can be also subdivided into three-level market segments, and include a plurality of different products, which will not be described in detail herein. The first product here is different from the second product and the third product is different from the fourth product.
TABLE 3
It should be noted that the product in the embodiment of the present invention may be an entity product, such as an automobile, a garment, etc., or a virtual product, such as various games, etc., or various services provided by an enterprise, such as a legal consulting service, a financial management service, etc. The above subdivision of the automobile industry is only exemplary, and those skilled in the art may subdivide the automobile industry according to other ways, and the embodiment of the present invention is not limited thereto. When each industry is subdivided, a person skilled in the art can subdivide the industry according to needs, for example, the industry can be subdivided into a first-stage subdivision market or a second-stage subdivision market; one skilled in the art can also subdivide the three-level market segment to determine a four-level market segment, a five-level market segment, and the like. Of course, due to industry limitations, it is also possible that some industries may only segment one level and include only one type of product, and the segment market may be as shown in table 4 below:
TABLE 4
| First business segment | Market segment |
| First-class segment market | First primary market segment |
The first industry may be a particular industry that includes only one industry and, accordingly, when market segments are made, only the first primary market segment may be identified and no other primary market segments are included, when the first market segment is not made available for secondary market segments.
Optionally, the first primary market segment may also be subdivided in two stages, and the second primary market segment may be as shown in table 5 below:
TABLE 5
It should be understood by those skilled in the art that the foregoing examples are for illustrative purposes only and are not to be construed as limiting the scope of the present invention.
And S102, determining a client life value model of the client to the target industry according to the historical access data of the client to the market segmentation.
The historical access data is used for indicating the access information of the client to each product in the target industry.
Specifically, unlike the RFM model, the customer life value model herein indicates the RVF model. Like the RFM model, the RVF model also includes three elements, the last access time Recency, the average number of accesses Visit, and the average access Flow. The latest visit time refers to the time when a customer visits a product for the last time from the reference time within a set time period, the average visit number refers to the average number of times that the customer visits the product within the set time period, and the average visit flow refers to the average flow of the customer visiting the product within the set time period.
Based on the RVF model, the historical visit data includes time information of visiting each product, times of visiting each product and flow used when visiting each product. According to different products in each industry, the RVF model corresponding to each product can be determined according to historical access data corresponding to each product, and further the customer life value of each industry is determined according to the proportion of each product in the industry.
It should be noted that the client refers to a client actually, and since the embodiment of the present invention is based on the customer life value calculation developed by the big data technology, the historical access data is usually the collected relevant records when each client uses the client to browse the corresponding product, the client may refer to a client, such as the historical access data of the client to the market segment, and actually refers to the historical access data of the client using the client to the market segment.
Optionally, the client may be a mobile phone, a computer, a smart phone, a Personal Digital Assistant (PDA), a laptop, a handheld communication device, a handheld computing device, a Set Top Box (STB), a Customer Premises Equipment (CPE), and/or other devices for data transmission.
Optionally, the customer lifetime value model includes a first parameter, a second parameter and a third parameter, as shown in fig. 2, step S102 may include:
and S1021, determining a life value model of the client corresponding to each product in the target industry according to the second algorithm.
And S1022, determining the life-long value model of the client corresponding to each product in the target industry as the life-long value model of the client to the target industry.
Specifically, the second algorithm may be:
Ri,j＝T1-ti,j
wherein R isi,jI.e. a first parameter, representing the liveness of access of the client i to the product j, T1Is a reference time, ti,jThe latest time for the client i to visit the product j; vi,jI.e. a second parameter representing the average number of visits, V, of the client i to the product ji,j,tNumber of visits, T, to product j by client i on the T-th day2The number of days for which the client i accesses the product j; fi,jI.e. a third parameter, representing the average access flow of client i to product j, Fi,j,tFor client i's access traffic to product j on day T, T3The number of days that client i visits product j. The reference time may be the current time, or may be the last time in a set time period, where the set time period refers to a time period in which a person skilled in the art collects historical access data of a client, that is, the historical access data of the client in the set time period is used as the basis of big data analysis to determine the lifetime value of the client to a certain industry or a certain product. In fact, the first parameter mentioned above refers to the time difference between the last time the customer accessed the product and the reference time.
Since each industry may include multiple types of products, each type of product may include multiple different products, and historical access data of a customer for each product may be different, when determining the customer lifetime value model of each industry, it is necessary to determine the customer lifetime value model of each product that each industry includes, and the customer lifetime value models of the industries are composed of the customer lifetime value models of the products. Determining the customer lifetime value model corresponding to each product actually means determining a first parameter, a second parameter and a third parameter according to a second algorithm, wherein the first parameter means an R parameter in the RVF model, the second parameter means a V parameter in the RVF model, and the third parameter means an F parameter in the RVF model.
Illustratively, if the first-tier market segment of the first industry comprises a first-tier market segment, a second first-tier market segment, and a third first-tier market segment, wherein the first-tier market segment comprises a first second-tier market segment and a second-tier market segment, the second first-tier market segment comprises a third second-tier market segment, a fourth second-tier market segment, and a fifth second-tier market segment, the first second-tier market segment comprises a first product, the second market segment comprises a second product and a third product, the third second market segment comprises a fourth product, the fourth market segment comprises a fifth product, and the fifth market segment comprises a sixth product and a seventh product. It should be noted that the second market segment of the third market segment may include only the eighth product. A customer lifetime value model as shown in fig. 3 may be constructed for the first business based on Analytic Hierarchy Process (AHP).
Of course, for some specific industries, such as the second industry, only one-level segment may be performed to determine the one-level segment market thereof, and the lifelong value model of the customer as shown in fig. 4 may be constructed for the second industry, where the second industry only includes the fourth one-level segment market, and the fourth one-level segment market only includes the ninth product; also as with the third industry, only one level of segment may be made, but unlike the second industry, the one-level segment market may include a plurality of products, as shown in fig. 5, the one-level segment market of the third industry including a fifth one-level segment market, the fifth one-level segment market including a tenth product and an eleventh product.
It should be noted that the connection relationship between the eighth product and the first parameter, the second parameter and the third parameter is not shown in fig. 3, but it should be clear to those skilled in the art that the eighth product in fig. 3 also needs to be connected with the first parameter, the second parameter and the third parameter to determine the life value of the customer of the third level market segment.
Further, the relevant parameters (the first parameter, the second parameter, and the third parameter) for each product may be determined according to the second algorithm, for example, if the time period is set to be 25/4/2020 to 3/5/2020, and the current time is 4/5/2020, the reference time may be set to be 3/5/2020 or 4/5/2020.
If the set time period is set to 25 days at 4 months in 2020 to 3 days at 5 months in 2020 in this embodiment, the reference time is set to 4 days at 5 months in 2020, i.e., T1Is 5/4/2020. The first customer respectively accesses the first product at 28 days 4/2020, 30 days 4/2020 and 2 days 5/2020, and the second customer only accesses the first product at 26 days 4/2020, then the R parameter corresponding to the first customer can be determined to be R according to the second algorithm1,12, the R parameter R corresponding to the second client2,18. Due to R1,1<R2,1Thus, the first customer's liveness of the first product is higher than the second customer's liveness of the first product, at which point the enterprise may develop a more aggressive marketing strategy for the first customer. Of course, if the first customer only accesses the first product on day 2/5/2020, the corresponding R parameter is still R1,1Its activity on the first product is still higher than the second customer's activity on the first product 2.
If the first customer accesses the first product 5 times in 28 days 4/2020, 3 times in 30 days 4/2020, and 4 times in 2 days 5/2020, the V parameter corresponding to the first customer is V1,1(5+3+4)/3 ═ 4 times; if the number of times that the second client accesses the first product in 26/4/2020 is 2, the V parameter corresponding to the second client is V2,12/1 times 2. The V parameter may be used to characterize customer loyalty to a productThe greater the value of the V parameter, the greater the loyalty, e.g. V1,1>V2,1It may be determined that the first customer is more loyal to the first product than the second customer is to the first product.
If the traffic for the first client to access the first product at 28/4/2020 is 5000 bytes, the traffic for the first client to access the first product at 30/4/2020 is 3500 bytes, and the traffic for the first client to access the first product at 2/5/2020 is 4100 bytes, then the F parameter corresponding to the first client is F1,14200 bytes (5000+3500+ 4100)/3; if the flow rate of the second client accessing the first product in 26/4/2020 is 1800 bytes, the F parameter corresponding to the second client is F2,11800/1 1800. The F parameter can be used for characterizing the purchase desire of a customer for a product, and the larger the value of the F parameter is, the larger the purchase desire is, such as F1,1>F2,1Then it may be determined that the desire to purchase the first product by the first customer is greater than the desire to purchase the first product by the second customer.
Similarly, according to the above process of determining R parameter, V parameter and F parameter for the first customer and the second customer, R parameter, V parameter and F parameter corresponding to the second product, the third product and the fourth product … of the eleventh product by the first customer can be determined, or R parameter, V parameter and F parameter corresponding to the second product, the third product and the fourth product … of the customers such as the second customer and the third customer can be determined. Since the calculation processes of the R parameter, the V parameter, and the F parameter are the same, they are not described in detail herein.
Note that, the above-mentioned T1、T2、T3The time granularity of (a) is day, and in practice, T can also be determined by those skilled in the art1、T2、T3The time granularity of (2) is set to be other, such as hours, etc., and the embodiment of the present invention is not limited thereto.
S103, determining the life value of the client to the target industry according to the life value model of the client of the target industry and the first algorithm.
Specifically, the first algorithm may be:
Pi,j＝ωR i,jRi,j+ωV i,jVi,j+ωF i,jFi,j。
wherein, Pi,jRepresenting the customer lifetime value, ω, of client i to product jR i,jIs the weight, ω, corresponding to the first parameterV i,jIs the weight, ω, corresponding to the second parameterF i,jThe weight corresponding to the third parameter.
Specifically, since the customer lifetime value models of each industry may be different, when determining the customer lifetime values of customers for respective industries according to the first algorithm, the specific process may also be different, and the determination process of the corresponding customer lifetime values is specifically described below for different customer lifetime value models.
It should be noted that the weights corresponding to the R parameter, the V parameter, and the F parameter may be determined according to the value corresponding to each parameter by an entropy weight method, and the process of determining the weight corresponding to each parameter by the entropy weight method is the same as the conventional means in the art, and is not described herein again.
Alternatively, as shown in fig. 6, step S103 may include:
and S1031, determining the life value of the client corresponding to each product in the target industry according to the life value model of the client corresponding to each product in the target industry and the first algorithm.
Specifically, according to step S102, the R parameter, the V parameter, and the F parameter corresponding to each product in the customer lifetime value model corresponding to each industry may be determined, and the customer lifetime value corresponding to each product may be determined by combining the weight of the parameter corresponding to each product.
It should be noted that since the dimensions of the R parameter, the V parameter, and the F parameter determined according to the second algorithm are different, the R parameter, the V parameter, and the F parameter also need to be normalized, and therefore the first algorithm described above may be modified as follows:
wherein the content of the first and second substances,
in order to normalize the R-parameter after the process,
for the purpose of the normalized V-parameter,
is the normalized F parameter. In the embodiment of the invention, the R parameter refers to a first parameter, the V parameter refers to a second parameter, and the F parameter refers to a third parameter.
The normalization process may be a min-max normalization or a Z-score normalization, and the embodiment of the present invention is not limited thereto. Of course, other standardized processing methods can be used to process the parameters by those skilled in the art.
For example, taking the second industry shown in fig. 4 as an example, if R is subjected to standardization processing1,9＝0.46，V1,9＝0.83，F1,90.24 and the corresponding weight determined according to the entropy weight method is ωR 1,9＝0.32，ωV 1,9＝0.43，ωF 1,9When the value is equal to 0.25, then P1,90.46 × 0.32+0.83 × 0.43+0.24 × 0.25 ═ 0.5641. Because the second industry includes only one fourth-level market segment and the fourth-level market segment includes only one ninth product, the customer life value of the first customer for the ninth product is the customer life value of the customer for the second industry. R in this case1,9、V1,9And F1,9For the R, V and F parameters, ω, corresponding between the first customer and the ninth productR 1,9Is R1,9Corresponding weight, ωV 1,9Is a V1,9Corresponding weight, ωF 1,9Is F1,9The corresponding weight.
Taking the third industry shown in FIG. 5 as an example, R after standardization1,10＝0.53，V1,10＝0.29，F1,100.76, and the weight corresponding to each parameterAre respectively omegaR 1,10＝0.35，ωV 1,10＝0.27，ωF 1,10When P is 0.38, then1,100.53 × 0.35+0.29 × 0.27+0.76 × 0.38 ═ 0.5526, i.e., the lifetime value of the first customer to the tenth product was 1.14; similarly, R after normalization1,11＝0.42，V1,11＝0.73，F1,110.39, and the weight corresponding to each parameter is ωR 1,11＝0.29，ωV 1,11＝0.4，ωF 1,10When P is equal to 0.31, then1,110.42 × 0.29+0.73 × 0.4+0.39 × 0.31 ═ 0.5347, i.e., the lifetime value of the first customer to the eleventh product was 0.1209. And R as defined above1,9、V1,9And F1,9The parameters are the same, where R1,10、V1,10And F1,10The parameters are R parameter, V parameter and F parameter corresponding to the first customer and the tenth product, omegaR 1,10Is R1,10Corresponding weight, ωV 1,10Is a V1,10Corresponding weight, ωF 1,10Is F1,10The corresponding weight. Likewise, R1,11、V1,11、F1,11、ωR 1,11、ωV 1,11And ωF 1,11Also have similar meanings, and are not described in detail herein.
Likewise, the lifetime value of the customer for each product shown in fig. 3 can be determined according to the same method as described above, and will not be described in detail herein.
S1032, determining the customer life value of the client to the target industry according to the customer life value corresponding to each product in the target industry and the proportion of each product in the target industry.
Specifically, for industries including a plurality of first-level market segments, a plurality of second-level market segments and a plurality of products, after determining the final customer life value of each product, the final customer life value of each industry can be determined according to the proportion of each product in the industry.
Exemplary, with the third line of work shown in FIG. 5For example, the lifetime value of the first customer for the tenth product is P1,100.5526, the lifetime value of the customer for the eleventh product is P1,110.5347, if the tenth product has a weight of 0.6 in the fifth market segment and the eleventh product has a weight of 0.4 in the fifth market segment, the first customer has a lifetime value of 0.5526 x 0.6+0.5347 x 0.4-0.54544 for the fifth market segment. Because the third industry includes only one fifth level segment, the lifetime value of the first customer to the fifth level segment is the lifetime value of the first customer to the third industry.
Taking the first industry as an example shown in FIG. 3, if the lifetime value of the first product for the first customer is P1,10.063, customer lifetime value for second product of P1,20.0237, a lifetime value of P for the third product1,30.862, the lifetime value of the customer for the fourth product is P1,40.0182, a lifetime value P for the fifth product1,50.7531, the lifetime value of the customer for the sixth product is P1,60.8315, the lifetime value of the customer for the seventh product is P1,70.391, the lifetime value of the customer for the eighth product is P1,80.792, and the second product has a specific gravity in the second secondary market segment of 0.7, the third product has a specific gravity in the second secondary market segment of 0.3, the sixth product has a specific gravity in the fifth secondary market segment of 0.5, and the seventh product has a specific gravity in the fifth secondary market segment of 0.5, then the first customer has a customer lifetime value of 0.063 for the first secondary market segment, a customer lifetime value of 0.0237 +0.862 + 0.3-0.27519 for the second secondary market segment, a customer lifetime value of 0.0182 for the third secondary market segment, a customer lifetime value of 0.7531 for the fourth secondary market segment, and a customer lifetime value of 0.8315 +0.5 +0.391 for the fifth secondary market segment of 0.5-0.61125.
If the proportion of the first two-level sub-market in the first one-level sub-market is 0.6, the proportion of the second two-level sub-market in the first one-level sub-market is 0.4, the proportion of the third two-level sub-market in the second one-level sub-market is 0.1, the proportion of the fourth two-level sub-market in the second one-level sub-market is 0.4, and the proportion of the fifth two-level sub-market in the second one-level sub-market is 0.5, the final customer value of the first customer in the first one-level sub-market is 0.063 0.6+0.27519 ═ 0.4 ═ 0.147876, and the final customer value of the second one-level sub-market in the first customer is 0.0182 × 0.1+0.7531 × 0.4+0.61125 ═ 0.5 ═ 0.608685; since the third market segment only includes the eighth product, the lifetime value of the first customer for the eighth product is 0.792, which is the lifetime value of the first customer for the third market segment.
If the specific gravity of the first one-level market in the first industry is 0.6, the specific gravity of the second one-level market in the first industry is 0.3, and the specific gravity of the first one-level market in the first industry is 0.1, the lifetime value of the first customer to the first industry is 0.147876 x 0.6+0.608685 x 0.3+0.792 x 0.1-0.3505311.
It should be noted that each customer can determine a corresponding customer lifetime value for each industry, and the determination process is consistent with the above process, which is not described herein again. The proportion of each product in each market segment and the proportion of each market segment in the whole industry can be determined by those skilled in the art through research and study according to actual conditions, or can be determined by those skilled in the art according to industry experience, and the embodiment of the invention is not limited. The greater the lifetime value of a client to a certain industry, the more the importance of the client to the industry can be reflected, and enterprises in the industry can make different marketing strategies aiming at clients with different lifetime values.
The method for evaluating the life value of the client provided by the embodiment of the invention comprises the following steps: determining a market segment of a target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; determining a life value model of the client for the target industry according to historical access data of the client for the market segmentation; the historical access data is used for indicating the access information of the client to each product in the target industry; and determining the life value of the client to the target industry according to the life value model of the client of the target industry and the first algorithm. The embodiment of the invention determines the segment markets corresponding to each industry by classifying the products in each industry, determines the corresponding life value models of the clients according to the historical access data of each product in each segment market, and reflects the requirements of the clients on each product by the life value models of the clients; meanwhile, the client lifetime value of the client to each industry is determined by combining the client model of each product according to the weight corresponding to the client lifetime value model of each product, so that the client lifetime value of the client to a single product can be reflected, the client lifetime value of the client to each product and the client lifetime value of each industry can be reflected, the problem that the RFM model only reflects the client lifetime value of a single commodity is avoided, and the future client lifetime value of the client to each industry and each product can be reflected.
As shown in fig. 7, an embodiment of the present invention provides a customer life value evaluation apparatus 20, including:
a classification module 201 for determining a market segment of a target industry; the target industry includes at least a first class of products, the first class of products including at least a first product, and the market segment is used to classify the products of the target industry.
The first price value module 202 is used for determining a client lifetime value model of the client for the target industry according to the historical access data of the client for the market segmentation determined by the classification module 201; the historical access data is used for indicating the access information of the client to each product in the target industry.
And the second price value module 203 is used for determining the customer life value of the client to the target industry according to the customer life value model of the target industry determined by the first price value module 202 and the first algorithm.
Optionally, the customer lifetime value model includes a first parameter, a second parameter, and a third parameter; the first value module 202 is specifically configured to: determining a life value model of the client corresponding to each product in the target industry according to a second algorithm; and determining the customer lifetime value model corresponding to each product in the target industry as the customer lifetime value model of the client to the target industry.
Specifically, the second algorithm is:
Ri,j＝T1-ti,j
wherein R isi,jI.e. a first parameter, representing the liveness of access of the client i to the product j, T1Is a reference time, ti,jThe latest time for the client i to visit the product j; vi,jI.e. a second parameter representing the average number of visits, V, of the client i to the product ji,j,tNumber of visits, T, to product j by client i on the T-th day2The number of days for which the client i accesses the product j; fi,jI.e. a third parameter, representing the average access flow of client i to product j, Fi,j,tFor client i's access traffic to product j on day T, T3The number of days that client i visits product j.
Optionally, the first algorithm is:
Pi,j＝ωR i,jRi,j+ωV i,jVi,j+ωF i,jFi,j；
wherein, Pi,jRepresenting the customer lifetime value, ω, of client i to product jR i,jIs the weight, ω, corresponding to the first parameterV i,jIs the weight, ω, corresponding to the second parameterF i,jThe weight corresponding to the third parameter.
Optionally, the second value module 203 is specifically configured to: determining the life value of the client corresponding to each product in the target industry according to the life value model of the client corresponding to each product in the target industry and a first algorithm; and determining the customer life value of the client to the target industry according to the customer life value corresponding to each product in the target industry and the proportion of each product in the target industry.
The customer life value evaluation device provided by the embodiment of the invention comprises: the classification module is used for determining the market segmentation of the target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry; the first price value module is used for determining a client life-long value model of the client to the target industry according to the historical access data of the market segmentation determined by the client to the classification module; the historical access data is used for indicating the access information of the client to each product in the target industry; and the second price value module is used for determining the customer life value of the client to the target industry according to the customer life value model of the target industry determined by the first price value module and the first algorithm. The embodiment of the invention determines the segment markets corresponding to each industry by classifying the products in each industry, determines the corresponding life value models of the clients according to the historical access data of each product in each segment market, and reflects the requirements of the clients on each product by the life value models of the clients; meanwhile, the client lifetime value of the client to each industry is determined by combining the client model of each product according to the weight corresponding to the client lifetime value model of each product, so that the client lifetime value of the client to a single product can be reflected, the client lifetime value of the client to each product and the client lifetime value of each industry can be reflected, the problem that the RFM model only reflects the client lifetime value of a single commodity is avoided, and the future client lifetime value of the client to each industry and each product can be reflected.
Referring to fig. 8, another customer life-long value evaluation apparatus according to an embodiment of the present invention includes a memory 31, a processor 32, a bus 33, and a communication interface 34; the memory 31 is used for storing computer execution instructions, and the processor 32 is connected with the memory 31 through a bus 33; when the customer lifetime value assessment apparatus is operating, processor 32 executes computer-executable instructions stored by memory 31 to cause the customer lifetime value assessment apparatus to perform the customer lifetime value assessment method provided in the embodiments described above.
In particular implementations, processor 32(32-1 and 32-2) may include one or more CPUs, such as CPU0 and CPU1 shown in FIG. 8, for example, as one embodiment. And as an example, the customer lifelong value assessment device may include a plurality of processors 32, such as processor 32-1 and processor 32-2 shown in fig. 8. Each of these processors 32 may be a single-Core Processor (CPU) or a multi-Core Processor (CPU). Processor 32 may refer herein to one or more devices, circuits, and/or processing cores for processing data (e.g., computer program instructions).
The memory 31 may be a read-only memory (ROM) or other type of static storage device that can store static information and instructions, a Random Access Memory (RAM) or other type of dynamic storage device that can store information and instructions, an electrically erasable programmable read-only memory (EEPROM), a compact disc read-only memory (CD-ROM) or other optical disk storage, optical disk storage (including compact disc, laser disc, optical disc, digital versatile disc, blu-ray disc, etc.), magnetic disk storage media or other magnetic storage devices, or any other medium that can be used to carry or store desired program code in the form of instructions or data structures and that can be accessed by a computer, but is not limited to these. The memory 31 may be self-contained and coupled to the processor 32 via a bus 33. The memory 31 may also be integrated with the processor 32.
In a specific implementation, the memory 31 is used for storing data in the present application and computer-executable instructions corresponding to software programs for executing the present application. Processor 32 may perform various functions of the customer life-long value assessment device by running or executing software programs stored in memory 31 and invoking data stored in memory 31.
The communication interface 34, which may be any transceiver or other communication device, is used for communicating with other devices or communication networks, such as a control system, a Radio Access Network (RAN), a Wireless Local Area Network (WLAN), and the like. The communication interface 34 may include a receiving unit implementing a receiving function and a transmitting unit implementing a transmitting function.
The bus 33 may be an Industry Standard Architecture (ISA) bus, a Peripheral Component Interconnect (PCI) bus, an extended ISA (enhanced industry standard architecture) bus, or the like. The bus 33 may be divided into an address bus, a data bus, a control bus, etc. For ease of illustration, only one thick line is shown in FIG. 8, but this is not intended to represent only one bus or type of bus.
An embodiment of the present invention further provides a computer-readable storage medium, where the computer-readable storage medium includes computer-executable instructions, and when the computer-executable instructions are executed on a computer, the computer is enabled to execute the method for assessing the lifetime value of a customer, provided in the foregoing embodiment.
The embodiment of the invention also provides a computer program which can be directly loaded into the memory and contains software codes, and the computer program can realize the customer life value evaluation method provided by the embodiment after being loaded and executed by the computer.
Those skilled in the art will recognize that, in one or more of the examples described above, the functions described in this invention may be implemented in hardware, software, firmware, or any combination thereof. When implemented in software, the functions may be stored on or transmitted over as one or more instructions or code on a computer-readable medium. Computer-readable media includes both computer storage media and communication media including any medium that facilitates transfer of a computer program from one place to another. A storage media may be any available media that can be accessed by a general purpose or special purpose computer.
Through the above description of the embodiments, it is clear to those skilled in the art that, for convenience and simplicity of description, the foregoing division of the functional modules is merely used as an example, and in practical applications, the above function distribution may be completed by different functional modules according to needs, that is, the internal structure of the device may be divided into different functional modules to complete all or part of the above described functions.
In the several embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. For example, the above-described apparatus embodiments are merely illustrative, and for example, the division of the modules or units is only one logical function division, and there may be other division ways in actual implementation. For example, various elements or components may be combined or may be integrated into another device, or some features may be omitted, or not implemented. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or units, and may be in an electrical, mechanical or other form. Units described as separate parts may or may not be physically separate, and parts displayed as units may be one physical unit or a plurality of physical units, may be located in one place, or may be distributed to a plurality of different places. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present invention may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit. The integrated unit can be realized in a form of hardware, and can also be realized in a form of a software functional unit. The integrated unit, if implemented in the form of a software functional unit and sold or used as a stand-alone product, may be stored in a readable storage medium. Based on such understanding, the technical solutions of the embodiments of the present application may be essentially or partially contributed to by the prior art, or all or part of the technical solutions may be embodied in the form of a software product, where the software product is stored in a storage medium and includes several instructions to enable a device (which may be a single chip, a chip, or the like) or a processor (processor) to execute all or part of the steps of the method according to the embodiments of the present invention. And the aforementioned storage medium includes: various media capable of storing program codes, such as a U disk, a removable hard disk, a ROM, a RAM, a magnetic disk, or an optical disk.
The above description is only for the specific embodiment of the present invention, but the scope of the present invention is not limited thereto, and any changes or substitutions that can be easily conceived by those skilled in the art within the technical scope of the present invention are included in the scope of the present invention. Therefore, the protection scope of the present invention shall be subject to the protection scope of the claims.
Claims (10)
1. A method for assessing a lifetime value of a customer, comprising:
determining a market segment of a target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry;
determining a customer life value model of the client to the target industry according to historical access data of the client to the market segment; the historical access data is used for indicating the access information of the client to each product in the target industry;
and determining the life value of the client to the target industry according to the life value model of the client of the target industry and a first algorithm.
2. The customer lifelong value assessment method of claim 1, wherein the customer lifelong value model comprises a first parameter, a second parameter, and a third parameter; the determining the customer life value model of the client to the target industry according to the historical access data of the client to the market segment comprises:
determining a life value model of the client corresponding to each product in the target industry according to a second algorithm;
the second algorithm is:
Ri,j＝T1-ti,j
wherein R isi,jI.e. the first parameter, represents the liveness of access of the client i to the product j, T1Is a reference time, ti,jThe latest time for the client i to visit the product j; vi,jI.e. said second parameter, representing the average number of visits, V, of the client i to the product ji,j,tNumber of visits, T, to product j by client i on the T-th day2The number of days for which the client i accesses the product j; fi,jI.e. said third parameter, representing the average access flow of client i to product j, Fi,j,tFor client i's access traffic to product j on day T, T3The number of days for which the client i accesses the product j;
and determining the customer lifetime value model corresponding to each product in the target industry as the customer lifetime value model of the client to the target industry.
3. The customer lifelong value assessment method of claim 2, wherein said first algorithm is:
Pi,j＝ωR i,jRi,j+ωV i,jVi,j+ωF i,jFi,j；
wherein, Pi,jRepresenting the customer lifetime value, ω, of client i to product jR i,jA weight, ω, corresponding to the first parameterV i,jA weight, ω, corresponding to the second parameterF i,jAnd the weight is the weight corresponding to the third parameter.
4. The method of claim 3, wherein the determining the customer life value of the client to the target industry from the customer life value model of the target industry and the first algorithm comprises:
determining the life value of the client corresponding to each product in the target industry according to the life value model of the client corresponding to each product in the target industry and the first algorithm;
and determining the customer life value of the client to the target industry according to the customer life value corresponding to each product in the target industry and the proportion of each product in the target industry.
5. A customer life-long value evaluation apparatus, comprising:
the classification module is used for determining the market segmentation of the target industry; the target industry at least comprises a first class of products, the first class of products at least comprises a first product, and the market segment is used for classifying the products of the target industry;
the first price value module is used for determining a customer life-long value model of the client to the target industry according to the historical visit data of the client to the market segment determined by the classification module; the historical access data is used for indicating the access information of the client to each product in the target industry;
and the second price value module is used for determining the customer lifetime value of the client to the target industry according to the customer lifetime value model of the target industry determined by the first price value module and the first algorithm.
6. The customer lifelong value assessment device of claim 5, wherein the customer lifelong value model comprises a first parameter, a second parameter, and a third parameter; the first value module is specifically configured to:
determining a life value model of the client corresponding to each product in the target industry according to a second algorithm;
the second algorithm is:
Ri,j＝T1-ti,j
wherein R isi,jI.e. the first parameter, represents the liveness of access of the client i to the product j, T1Is a reference time, ti,jThe latest time for the client i to visit the product j; vi,jI.e. said second parameter, representing the average number of visits, V, of the client i to the product ji,j,tNumber of visits, T, to product j by client i on the T-th day2The number of days for which the client i accesses the product j; fi,jI.e. said third parameter, representing the average access flow of client i to product j, Fi,j,tFor client i's access traffic to product j on day T, T3The number of days for which the client i accesses the product j;
and determining the customer lifetime value model corresponding to each product in the target industry as the customer lifetime value model of the client to the target industry.
7. The customer lifelong value assessment device of claim 6, wherein said first algorithm is:
Pi,j＝ωR i,jRi,j+ωV i,jVi,j+ωF i,jFi,j；
wherein, Pi,jRepresenting the customer lifetime value, ω, of client i to product jR i,jA weight, ω, corresponding to the first parameterV i,jA weight, ω, corresponding to the second parameterF i,jAnd the weight is the weight corresponding to the third parameter.
8. The customer lifelong value assessment device of claim 7, wherein said second value module is specifically configured to:
determining the life value of the client corresponding to each product in the target industry according to the life value model of the client corresponding to each product in the target industry and the first algorithm;
and determining the customer life value of the client to the target industry according to the customer life value corresponding to each product in the target industry and the proportion of each product in the target industry.
9. A customer life-long value assessment apparatus, comprising a memory, a processor, a bus and a communication interface; the memory is used for storing computer execution instructions, and the processor is connected with the memory through the bus; the processor executes the computer-executable instructions stored by the memory to cause the customer life value assessment device to perform the customer life value assessment method of any of claims 1-4 when the customer life value assessment device is running.
10. A computer-readable storage medium comprising computer-executable instructions that, when executed on a computer, cause the computer to perform the customer life value assessment method of any one of claims 1-4.
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