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Table Of Contents
Data Analysis Using SQL and Excel - Second Edition
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This chapter introduces repeated events, using the purchases data. Repeated events are customer interactions that occur at irregular intervals.
The first challenge with repeated events is determining whether separate events belong to the same customer. In this chapter, we learned that the CustomerId column is basically useless because it is almost always unique. A better column for identifying transactions over time is HouseholdId.
Matching customers on transactions using names and addresses is challenging and often outsourced. Even so, using SQL to validate the results is useful. Do the customers in the households make sense?
The classic way of analyzing repeated events uses RFM analysis, which stands for recency, frequency, monetary. This analysis is feasible using SQL and Excel, particularly when using the ranking functions in SQL. However, RFM is inherently limited because it focuses on only three dimensions of customer relationships. It is a cell-based approach, where...
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