RFM

The impact of personal judgment on the assessment of an individual’s financial situation has been drastically reduced through the development of credit scoring. The systems are capable of deciding based on an applicant’s total score which is a combination of several factors and indicators. Over the past few decades, credit scoring has been considered an essential tool for evaluation in various institutions and has also been able to transform the industry as a whole. Most of the research conducted in the field has taken into account traditional credit scoring, but considering the ever-evolving technological world that we live in and the increasing emergence of new social media networks, such research has now become obsolete. Such technological advancements have not only paved the way for far more sophisticated credit scoring systems but also essentially rendered the previous generations useless. It should be noted that credit scoring and its features have widely been discussed across the globe but, considering the various aspects and models that have to be taken into account, no one best method has been designed or suggested for it so far. This study shows that social media channels tend to perform relatively well in predicting stock market trends when the overall index is growing positively. The research also illustrates that a higher number of days of activity and a large number of signals released do not necessarily mean that the channels can or have credited their offered stock return on a one-month time frame. The methodology used is "CRISP-DM," which consists of six steps. The main variables include social and financial variables that are examined for six months. In the research, we seek to identify, analyze and categorize active telegram channels in stock signals using the data mining model and the RFM method. The k-means algorithm is selected for this category. Then, in each cluster, the importance of social variables and the performance of the channels are extracted by the EXTRATREECLASSIFIER algorithm, and channel performance is measured by considering the changes in the total index.

In today’s data-driven hospitality sector, customer interactions increasingly occur through digital platforms, generating extensive behavioral and transactional information. This study analyse the prediction of Customer Lifetime Value (CLV) using machine learning models—Linear Regression, Random Forest, and LightGBM—trained on features derived from hotel website interactions and booking records. After comprehensive data preprocessing, the models were evaluated using MAE, RMSE, and R² metrics. LightGBM achieved the highest predictive performance (R² = 0.504), followed by Random Forest (R² = 0.497), while Linear Regression underperformed (R² = 0.386), highlighting the advantages of non-linear models in modeling intricate customer patterns. Residual analyses confirmed LightGBM's stability and low bias across diverse customer profiles. Apart from prediction, the study applies Recency-Frequency-Monetary (RFM) analysis to segment customers into distinct value-based groups. These segments form the basis for tailored marketing strategies, allowing hotels to allocate resources more efficiently, enhance customer retention, and develop targeted campaigns aligned with customer potential. By integrating web-derived behavioral data with advanced modeling and segmentation, this research offers hotel managers practical tools for strategic planning in customer relationship management.