Rfm-based customer analytics in public procurement sector

RFM-BASED CUSTOMER ANALYTICS IN PUBLIC PROCUREMENT SECTOR This study has been prepared in order to contribute to the realization of the strategic objectives of the State Supply Office Of Turkey which is appointed as a central purchasing institution between suppliers and public institutions. Its main function is to meet the need of the goods and services of public institutions and organizations in Turkey. At the same time this study, which is also evaluated in terms of public procurement sector and State Economic Enterprises, has focused on customers, which is one of the most important stakeholders affecting the sales of the State Supply Office. Customers has been segmented by RFM analysis and aimed to provide an important performance indicator for top managers decisions, especially about customers. Data were prepared according to the rules defined for the RFM model and added to customer datamart for analysis. In addition to the monetary volume, customers were rated and valued with the metrics such as the frequency and the recency of the orders. As a result of the analysis, "Star", "Loyal", "Potential Loyal", "Hold & Improve" and "Risky" segments has been created for the customers and each segment was defined and individual campaign and marketing suggestions are proposed. Thus, the Top Management will be able to identify different analytic marketing strategies for each RFM segments as well as the parameters such as budget type, province and institutions.