Applied Customer Base Analysis in a Noncontractual Setting Based on Transactional Data

Understanding its market and customers has become crucial for the success of modern businesses. However, many businesses still lack the capabilities or knowledge to effectively analyse its customer base and understand the value of individual customers or customer segments.

This thesis provides a real world application scenario of an aspiring German fashion company. Based on real-world transactional and customer data, the customers of the company and their behaviour are analysed. First, different sources of customer data need to be integrated and prepared for analysis. Afterwards, customer segments can be identified by using pattern recognition and clustering techniques. Finally, state-of-the art customer purchase behaviour can be applied to derive the customer life time value over its entire life cycle.