MktDATA.Orig: Data: MktDATA.Orig

In UBStats: Basic Statistics

Data: MktDATA.Orig

Description

This dataset contains the variables from a survey on a set of customers of a company operating in the retail food sector. The company sells products from 3 major categories (referred to as A, B, C) The customers can order and acquire products in the company physical stores, or through the company's website (in this case, they can order on the website and pick up the order in one store). Information is collected on customers' activity in the last two years (observation period), as well as some information retrieved through questionnaires or fidelity cards. During such period different marketing strategies were adopted to improve customers' fidelization, and 5 marketing campaigns were launched; a last campaign was launched at the end of the observation period.

Usage

data(MktDATA.Orig)

Format

A data frame with 2224 observations and the following 19 variables (levels of the variables listed in alphabetical order):

• CustId (num): customer's identification label

• Gender (chr): customer's gender (F, M)

• Age (num): customer's age (in years)

• Education (chr): customer's level of education(College, Graduate, HighSchool, Post-Grad)

• Marital_Status (chr): customer's marital status (Divorced, Married, Single, Together, Widow)

• Children (num): number of children in the household

• Kids (num): number of kids aged less than 12 in the household

• Income (chr): customer's income (measured in classes)

• Baseline (num): index (from 0 to 1) assigned by the marketing dept indicating how promising the customer was judged at the beginning of the observation period

• LikeMost (chr): Most frequently bought category in the last two years (P.A, P.B, P.C)

• TotVal (num): amount spent in the last 2 years

• NPickUp_Purch (num): number of purchases made through company's website and picked up in physical store

• NWeb_Purch (num): number of purchases made through company's website and delivered at home

• NStore_Purch (num): number of purchases made in a physical store

• NDeals (num): number of products purchases with discount

• CustClass (chr): customer's classification (assigned by the marketing dept) based on past profitability (Bronze, Gold, Platinum, Silver)

• PastCampaigns (num): number of offers accepted by the customer in the last 2 years' marketing campaigns

• LastCampaign (num): binary variable (0/1) indicating whether (1) or not (0) the customer accepted the offer in the campaign launched at the end of the observation period

• WouldSuggest (chr): variable signalling whether (Yes) or not (No) the customer declared they would suggest the company's products to friends and family

Source

The data set has been adapted from https://www.kaggle.com/code/dmitryuarov/customers-clustering-eda.

UBStats documentation built on Sept. 11, 2024, 6:52 p.m.