Python实现RFM模型

模型介绍

RFM模型即"R"——Recency（最近一次消费时间）、“F”——Frequency（一段时间内消费频次）、“M”——（一段时间内消费总额）。这三个指标可以将我们的用户划分成不同的等级和层次，目的是为了衡量他们的用户价值，从而能够更准确地将成本和精力花在更精确的用户层次身上。一个典型的例子就是针对一个明显无意愿的流失用户，对其继续push自己的核心产品，费时费力也费钱。

数据清洗

import pandas as pd
import numpy as np
import os

df = pd.read_excel('PYTHON-RFM实战数据.xlsx')
df.head()

df['订单状态'].unique()

array(['交易成功', '付款以后用户退款成功，交易自动关闭'], dtype=object)

df.info()

<class 'pandas.core.frame.DataFrame'>
RangeIndex: 28833 entries, 0 to 28832
Data columns (total 9 columns):
 #   Column  Non-Null Count  Dtype         
---  ------  --------------  -----         
 0   品牌名称    28833 non-null  object        
 1   买家昵称    28833 non-null  object        
 2   付款日期    28833 non-null  datetime64[ns]
 3   订单状态    28833 non-null  object        
 4   实付金额    28833 non-null  int64         
 5   邮费      28833 non-null  int64         
 6   省份      28833 non-null  object        
 7   城市      28832 non-null  object        
 8   购买数量    28833 non-null  int64         
dtypes: datetime64[ns](1), int64(3), object(5)
memory usage: 2.0+ MB

df = df.loc[df['订单状态'] == '交易成功',:]
print('剔除退款后还剩:%d行' % len(df))

剔除退款后还剩:27793行

df = df[['买家昵称','付款日期','实付金额']]
df.head()

R值构造

r = df.groupby('买家昵称')['付款日期'].max().reset_index()
r.head()

r['R'] = (pd.to_datetime('2019-7-1') - r['付款日期']).dt.days
r = r[['买家昵称','R']]
r.head()

F值构造

#引入日期标签辅助列
df['日期标签'] = df['付款日期'].astype(str).str[:10]
#把单个用户一天内订单合并
dup_f = df.groupby(['买家昵称','日期标签'])['付款日期'].count().reset_index()
#对合并后的用户统计频次
f = dup_f.groupby('买家昵称')['付款日期'].count().reset_index()
f.columns = ['买家昵称','F']
f.head()

M值构造

sum_m = df.groupby('买家昵称')['实付金额'].sum().reset_index()
sum_m.columns = ['买家昵称','总支付金额']
com_m = pd.merge(sum_m,f,left_on = '买家昵称',right_on = '买家昵称',how = 'inner')
#计算用户平均支付金额
com_m['M'] = com_m['总支付金额'] / com_m['F']
com_m.head()

rfm = pd.merge(r,com_m,left_on = '买家昵称',right_on = '买家昵称',how = 'inner')
rfm = rfm[['买家昵称','R','F','M']]
rfm.head()

STEP 3.维度确认（不涉及代码故省略）
STEP 4.分值计算

rfm['R-SCORE'] = pd.cut(rfm['R'],bins = [0,30,60,90,120,1000000],labels = [5,4,3,2,1],right = False).astype(float)
rfm.head()

F、M值计算

rfm['F-SCORE'] = pd.cut(rfm['F'],bins = [1,2,3,4,5,1000000],labels = [1,2,3,4,5],right = False).astype(float)
rfm['M-SCORE'] = pd.cut(rfm['M'],bins = [0,50,100,150,200,1000000],labels = [1,2,3,4,5],right = False).astype(float)
rfm.head()

#和平均值对比，减少客户分类数量
rfm['R是否大于均值'] = (rfm['R-SCORE'] > rfm['R-SCORE'].mean()) * 1
rfm['F是否大于均值'] = (rfm['F-SCORE'] > rfm['F-SCORE'].mean()) * 1
rfm['M是否大于均值'] = (rfm['M-SCORE'] > rfm['M-SCORE'].mean()) * 1
rfm.head()

STEP 5.客户分层

构建合并指标

rfm['人群数值'] = (rfm['R是否大于均值'] * 100) + (rfm['F是否大于均值'] * 10) + (rfm['M是否大于均值'] * 1)
rfm.head()

def transform_label(x):
    if x == 111:
        label = '重要价值客户'
    elif x == 110:
        label = '消费潜力客户'
    elif x == 101:
        label = '频次深耕客户'
    elif x == 100:
        label = '新客户'
    elif x == 11:
        label = '重要价值流失预警客户'
    elif x == 10:
        label = '一般客户'
    elif x == 1:
        label = '高消费唤回客户'
    elif x == 0:
        label = '流失客户'
    return label

rfm['人群类型'] = rfm['人群数值'].apply(transform_label)
rfm.head()

人数统计

count = rfm['人群类型'].value_counts().reset_index()
count.columns = ['客户类型','人数']
count['人数占比'] = count['人数'] / count['人数'].sum()
count

金额统计

rfm['购买总金额'] = rfm['F'] * rfm['M']
mon = rfm.groupby('人群类型')['购买总金额'].sum().reset_index()
mon.columns = ['客户类型','消费金额']
mon['金额占比'] = mon['消费金额'] / mon['消费金额'].sum()
mon

#输入源数据文件名
def get_rfm(name = 'PYTHON-RFM实战数据.xlsx'):
    df = pd.read_excel(name)
    df = df.loc[df['订单状态'] == '交易成功',:]
    print('剔除退款后还剩:%d行' % len(df))
    df = df[['买家昵称','付款日期','实付金额']]

    r = df.groupby('买家昵称')['付款日期'].max().reset_index()
    r['R'] = (pd.to_datetime('2019-7-1') - r['付款日期']).dt.days
    r = r[['买家昵称','R']]

    #引入日期标签辅助列
    df['日期标签'] = df['付款日期'].astype(str).str[:10]

    #把单个用户一天内订单合并
    dup_f = df.groupby(['买家昵称','日期标签'])['付款日期'].count().reset_index()

    #对合并后的用户统计频次
    f = dup_f.groupby('买家昵称')['付款日期'].count().reset_index()
    f.columns = ['买家昵称','F']

    sum_m = df.groupby('买家昵称')['实付金额'].sum().reset_index()
    sum_m.columns = ['买家昵称','总支付金额']
    com_m = pd.merge(sum_m,f,left_on = '买家昵称',right_on = '买家昵称',how = 'inner')

    #计算用户平均支付金额
    com_m['M'] = com_m['总支付金额'] / com_m['F']

    rfm = pd.merge(r,com_m,left_on = '买家昵称',right_on = '买家昵称',how = 'inner')
    rfm = rfm[['买家昵称','R','F','M']]


    rfm['R-SCORE'] = pd.cut(rfm['R'],bins = [0,30,60,90,120,1000000],labels = [5,4,3,2,1],right = False).astype(float)
    rfm['F-SCORE'] = pd.cut(rfm['F'],bins = [1,2,3,4,5,1000000],labels = [1,2,3,4,5],right = False).astype(float)
    rfm['M-SCORE'] = pd.cut(rfm['M'],bins = [0,50,100,150,200,1000000],labels = [1,2,3,4,5],right = False).astype(float)

    rfm['R是否大于均值'] = (rfm['R-SCORE'] > rfm['R-SCORE'].mean()) * 1
    rfm['F是否大于均值'] = (rfm['F-SCORE'] > rfm['F-SCORE'].mean()) * 1
    rfm['M是否大于均值'] = (rfm['M-SCORE'] > rfm['M-SCORE'].mean()) * 1

    rfm['人群数值'] = (rfm['R是否大于均值'] * 100) + (rfm['F是否大于均值'] * 10) + (rfm['M是否大于均值'] * 1)

    rfm['人群类型'] = rfm['人群数值'].apply(transform_label)

    count = rfm['人群类型'].value_counts().reset_index()
    count.columns = ['客户类型','人数']
    count['人数占比'] = count['人数'] / count['人数'].sum()

    rfm['购买总金额'] = rfm['F'] * rfm['M']
    mon = rfm.groupby('人群类型')['购买总金额'].sum().reset_index()
    mon.columns = ['客户类型','消费金额']
    mon['金额占比'] = mon['消费金额'] / mon['消费金额'].sum()

    result = pd.merge(count,mon,left_on = '客户类型',right_on = '客户类型')

    return result


#判断R/F/M是否大于均值
def transform_label(x):
    if x == 111:
        label = '重要价值客户'
    elif x == 110:
        label = '消费潜力客户'
    elif x == 101:
        label = '频次深耕客户'
    elif x == 100:
        label = '新客户'
    elif x == 11:
        label = '重要价值流失预警客户'
    elif x == 10:
        label = '一般客户'
    elif x == 1:
        label = '高消费唤回客户'
    elif x == 0:
        label = '流失客户'
    return label

res = get_rfm(name = 'PYTHON-RFM实战数据.xlsx')
res

剔除退款后还剩:27793行