基于状态转移概率和PLSR模型的提高会员激活率模型

AModel of IncreasingMemberActivation Rate Based on Probability of State Transition and PLSR

零售商为了挖掘会员的潜在商业价值,需要通过促销活动把会员从休眠状态转化为活跃状态。为了研究商场折扣率与会员转化率和激活率之间的关系,采用大数据分析技术和会员画像技术,从活跃度、折扣偏好的角度对会员进行画像,并建立了会员状态转移概率矩阵,借助PLSR模型建立了会员状态转化率与商场折扣率之间的回归方程;借助线性回归模型建立了会员激活率与商场折扣率之间的回归方程,为商场举办促销活动提供决策参考。

In order to tap the potential commercial value of members,retailers need to transform members from dormant to active through promotional activities.In order to study the relationship between discount rate and member status transition rate and activation rate,this paper uses big data analysis technology and member portrait technology to make a portrait of members from the perspective of activeness and discount preference,and establishes the probability matrix of member status transition rate and the regression equation between member status transition rate,and discount rate with the help of PLSR.With the help of linear regression model,the regression equation between member activation rate and discount rate is established,which provides decision-making reference for retailers to hold promotional activities.