百貨店顧客の購買金額に対するマーケティング施策に関する解析

抄録

We attempt to clarify the mechanism of the amount of money of purchase by each customer in a department store in Nagoya city using the Bayesian regression model. Specifically, we use two types of explanatory variables, “Direct mail”, and “Events”, to research a relationship between the purchase amount and department store's strategy. Direct mail means the number of mails that the department store uses to inform their customers about new items, privileges of card holders, and storewide events. We also add “frequency coming to the store” as explanatory variables. Additionally, we adopt type-1 Tobit model to presume the optimal value for the dependent variable, if the dependent variable in the regression model is zero. Furthermore, we examine the relation between department strategy and the customer's attributes by incorporating customer's attributes into the hierarchical model.