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SaaS アナリティクス ワークショップ #8 - CLV(顧客生涯価値)の計算

Ikuya Murasato
August 28, 2020
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SaaS アナリティクス ワークショップ #8 - CLV(顧客生涯価値)の計算

Ikuya Murasato

August 28, 2020
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  1. 1
    EXPLORATORY
    SaaS ΞφϦςΟΫε ϫʔΫγϣοϓ #8
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ

    View Slide

  2. EXPLORATORY

    View Slide

  3. 3
    ུྺ
    HP(Hewlett Packard)Ͱ100ਓΛ௒͑ΔӦۀνʔϜΛ཰͍ɺ
    eCommerceɺςϨηʔϧεɺϑΟʔϧυηʔϧεͳͲଟذʹΘͨΔϏ
    δωεͷϚωδϝϯτɺϓϥϯχϯάΛܦݧɻ
    ࣾ಺֎Ͱ஝ੵ͞Εͨ๲େͳσʔλΛ׆༻ͯ͠ϏδωεΛ੒௕ͤ͞Δͨ
    Ίʹ͸σʔλαΠΤϯεʹཪଧͪ͞Εͨҙࢥܾఆ͕ॏཁͩͱ਎Λ࣋ͬ
    ͯ஌Δɻ
    ݱࡏ͸Exploratory, incͰϏδωε։ൃʹ౒ΊΔ͔ͨΘΒσʔλαΠΤ
    ϯεษڧձͳͲͷ৔Λ௨ͯ͠ɺص্ͷۭ࿦Ͱ͸ऴΘΒͳ͍ຊ౰ͷҙຯ
    Ͱ׆༻Ͱ͖ΔσʔλαΠΤϯεͷීٴʹऔΓ૊Ήɻ
    εϐʔΧʔ
    ଜཬ Ү࠸
    Business Development
    EXPLORATORY
    @Ikuyamm

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  4. Vision
    ͢΂ͯͷਓ͕σʔλΛ࢖ͬͯ
    ΑΓΑ͍ҙࢥܾఆΛ͢Δ
    4

    View Slide

  5. 5
    Mission
    σʔλαΠΤϯεͷຽओԽ

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  6. 6
    ୈ̏ͷ೾
    σʔλαΠΤϯεɺAIɺػցֶश͸౷ܭֶऀɺ։ൃऀͷͨΊ͚ͩͷ΋ͷͰ͸͋Γ·ͤΜɻ
    σʔλʹڵຯͷ͋ΔਓͳΒ୭΋͕ੈքͰ࠷ઌ୺ͷΞϧΰϦζϜΛ࢖ͬͯ
    ϏδωεσʔλΛ؆୯ʹ෼ੳͰ͖Δ΂͖Ͱ͢ɻ
    Exploratory͕ͦ͏ͨ͠ੈքΛՄೳʹ͠·͢ɻ

    View Slide

  7. 7
    ୈ1ͷ೾ ୈ̎ͷ೾ ୈ̏ͷ೾
    ϓϥΠϕʔτ(ߴ͍/ݹ͍) Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺)
    UI & ϓϩάϥϛϯά ϓϩάϥϛϯά
    2016
    2000
    1976
    ϚωλΠθʔγϣϯ ίϞσΟςΟԽ ຽओԽ
    ౷ܭֶऀ σʔλαΠΤϯςΟετ
    Exploratory
    ΞϧΰϦζϜ
    Ϣʔβʔɾ
    ମݧ
    πʔϧ
    Φʔϓϯɾιʔε(ແྉ/࠷ઌ୺)
    UI & ࣗಈԽ
    ϏδωεɾϢʔβʔ
    ςʔϚ
    σʔλαΠΤϯεͷຽओԽ

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  8. 8
    ࣭໰ ఻͑Δ
    σʔλΞΫηε
    σʔλ
    ϥϯάϦϯά
    ՄࢹԽ
    ΞφϦςΟΫε
    ౷ܭ/ػցֶश
    σʔλαΠΤϯεɾϫʔΫϑϩʔ

    View Slide

  9. 9
    ࣭໰
    ExploratoryɹϞμϯˍγϯϓϧ UI
    ఻͑Δ
    σʔλΞΫηε
    σʔλ
    ϥϯάϦϯά
    ՄࢹԽ
    ΞφϦςΟΫε
    ౷ܭ/ػցֶश

    View Slide

  10. 10
    EXPLORATORY
    SaaS ΞφϦςΟΫε ϫʔΫγϣοϓ #8
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ

    View Slide

  11. 11
    • ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1
    • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 2
    • ୈ3ճɿ Τϯήʔδϝϯτ Part 1 - DAU/MAU
    • ୈ4ճɿΤϯήʔδϝϯτ Part 2 - ύϫʔϢʔβʔɾΧʔϒ
    • ୈ5ճɿ Τϯήʔδϝϯτ Part 3 -RFV෼ੳ
    • ୈ6ճɿίϗʔτ෼ੳ Part 1 - ϨΠϠʔέʔΩɾνϟʔτ
    • ୈ7ճɿ ίϗʔτ෼ੳ Part 2 - ੜଘۂઢ
    • ୈ8ճɿCLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ
    • ୈ9ճɿ NPSʢωοτɾϓϩϞʔλʔɾείΞʣͷܭࢉͱࣗ༝هड़ͷςΩετ෼ੳ
    SaaS ΞφϦςΟΫε

    View Slide

  12. 12
    ΞδΣϯμ
    • CLVʢސ٬ੜ֔Ձ஋ʣ
    • CLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δ3ͭͷํ๏
    • CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ

    View Slide

  13. 13
    ΞδΣϯμ
    • CLVʢސ٬ੜ֔Ձ஋ʣ
    • CLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δ3ͭͷํ๏
    • CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ

    View Slide

  14. 14
    SaaSͷϏδωε͸ചΓ੾ΓͷϏδωεͱҟͳΔɻ

    View Slide

  15. 15
    ྫ͑͹10ສԁͷചΓ੾ΓͷϥΠηϯεɾϏδωεͱ
    ֹ݄1ສԁͷSaaSαʔϏεΛൺ΂Δɻ

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  16. ചΓ੾ΓͷϏδωεͰ͸1ਓͷސ٬ʹϥΠηϯεΛൢചͨ͠Βɺཌ݄
    ΋ͦͷސ٬͔Βऩӹ͕ݟࠐΊΔͱ͸ݶΒͳ͍ɻ
    16

    10ສԁ
    … 12݄
    2݄ 3݄

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  17. SaaSͷ৔߹ɺചΓ੾ΓϏδωεͱҟͳΓɺސ٬͕νϟʔϯʢղ໿ʣ
    ͢Δ·Ͱɺܧଓͯ͠ऩӹΛಘΔ͜ͱ͕Ͱ͖Δɻ
    17
    1ສԁ 1ສԁ 1ສԁ 1ສԁ
    1݄ … 12݄
    2݄ 3݄

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  18. ͭ·ΓSaaSͷ৔߹ɺചΓ੾ΓϏδωεͱҟͳΓɺސ٬͕νϟʔϯ͢
    Δ·Ͱɺސ٬͔ΒಘΒΕΔऩӹ͕ྦྷੵ͍ͯ͘͜͠ͱʹͳΔɻ
    18
    1ສԁ
    2ສԁ
    3ສԁ
    12ສԁ
    1݄ … 12݄
    2݄ 3݄

    View Slide

  19. 19
    1݄ʹར༻Λ։࢝ͨ͠ސ٬͕ɺ
    12݄ʹνϟʔϯͨ͠ͱ͢Δɻ

    View Slide

  20. ސ٬͕νϟʔϯͯ͠ॳΊͯɺͦͷސ٬1ਓͷੜ֔Λ௨ͯ͠ಘΒΕΔɺ
    ௨ࢉͷऩӹ͕ܾ·Δɻ

    1ສԁ
    2݄ 3݄ ௨ࢉͷऩӹ
    … 12݄
    1ສԁ 1ສԁ 1ສԁ
    12ສԁ

    View Slide

  21. ͜ͷ௨ࢉͷऩӹΛCLVʢސ٬ੜ֔Ձ஋/Customer Lifetime Valueʣͱ
    ݺͼɺLTVʢLifetime Valueʣͱݺ͹ΕΔ͜ͱ΋͋Δɻ
    21

    1ສԁ
    2݄ 3݄ CLV
    … 12݄
    1ສԁ 1ສԁ 1ສԁ
    12ສԁ

    View Slide

  22. ྫ͑͹ɺ͜ͷϢʔβʔ͸ֹ݄1ສԁͷαʔϏεΛ12ϲ݄ར༻ͨ͠ͷ
    ͰɺCLV͸12ສԁɻ
    22

    1ສԁ
    2݄ 3݄ CLV
    … 12݄
    1ສԁ 1ສԁ 1ສԁ
    12ສԁ

    View Slide

  23. CLV
    CLV͕෼͔Ε͹৽نސ٬ͷ֫ಘ΍طଘސ٬ͷҡ࣋ʹɺͲΕ͘Β͍ͷඅ
    ༻Λ͔͚ΒΕ͔ΛܾΊΔ͜ͱ͕Ͱ͖Δɻ
    23
    ਓ݅අ ൢ؅අ རӹ
    12ສԁ

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  24. 24
    SaaS΋͘͠αϒεΫϦϓγϣϯɾϏδωεͰ͸
    CLVΛਪఆ͢Δ͜ͱ͕ॏཁʹͳΔɻ

    View Slide

  25. 25
    ΞδΣϯμ
    • CLVʢސ٬ো֐Ձ஋ʣ
    • CLVʢސ٬ো֐Ձ஋ʣΛܭࢉ͢Δ3ͭͷํ๏
    • CLVʢސ٬ো֐Ձ஋ʣͷܭࢉ

    View Slide

  26. 26
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ

    View Slide

  27. CLVʢސ٬ੜ֔Ձ஋ʣ͸ސ٬ͷฏۉܧଓظؒʹֹ݄අ༻Λ͔͚Δ͜ͱ
    ͰਪఆͰ͖Δɻ
    27
    CLVʢސ٬ੜ֔Ձ஋ʣ= ฏۉܧଓظؒʢ݄ʣ * ֹ݄අ༻

    View Slide

  28. SaaSͷ৔߹ɺސ٬͸ϓϥϯΛΞοϓάϨʔυͨ͠Γμ΢ϯάϨʔυ
    ͢Δ͜ͱ͕͋ΔͷͰɺͦͷͱ͖Ͳ͖Ͱֹ݄අ༻͸ҟͳͬͯ͘Δɻ
    28

    1ສԁ
    2݄ 3݄ 4݄
    2ສԁ
    1ສԁ
    ϕʔγοΫ ϓϩ
    2ສԁ

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  29. ϓϥϯͷΞοϓάϨʔυ΍μ΢ϯάϨʔυ͸શͯͷސ٬Ͱൃੜ͠͏Δ
    ͷͰɺֹ݄අ༻͸ސ٬͋ͨΓͷฏۉऩӹͱͯ͠ܭࢉ͢Δඞཁ͕͋Δɻ
    29

    1.5ສԁʢ9ສԁ/6ਓʣ

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  30. ͜ͷސ٬͋ͨΓͷฏۉऩӹΛARPUʢAverage Revenue Per Userʣ
    ͱݺͿɻ
    30

    1.5ສԁʢ9ສԁ/6ਓʣ

    View Slide

  31. ARPUʢސ٬͋ͨΓͷฏۉऩӹʣ = MRRʢ݄ؒఆظऩӹʣ / ސ٬਺
    31

    1.5ສԁʢ9ສԁ/6ਓʣ

    View Slide

  32. CLVʢސ٬ੜ֔Ձ஋ʣ͸ސ٬ͷฏۉܧଓظؒʹ
    ARPUʢސ٬͋ͨΓͷฏۉऩӹʣΛ͔͚ͯܭࢉ͢Δ͜ͱʹͳΔɻ
    32
    CLVʢސ٬ੜ֔Ձ஋ʣ= ฏۉܧଓظؒʢ݄ʣ * ARPUʢސ٬͋ͨΓͷฏۉऩӹʣ

    View Slide

  33. 33
    ࠓճ͸࿩Λγϯϓϧʹ͢ΔͨΊʹɺ
    ΞοϓάϨʔυ΋μ΢ϯάϨʔυ΋ͳ͍΋ͷͱͯ͠
    ARPUʢސ٬͋ͨΓͷฏۉऩӹʣ͕
    ͍ͭ΋1ສԁͱͯ͠CLVΛܭࢉ͢Δɻ

    View Slide

  34. ྫ͑͹ฏۉܧଓظ͕ؒ12ϲ݄ͩͬͨ৔߹ɺARPUʢސ٬͋ͨΓͷฏۉ
    ऩӹʣͷ1ສԁΛ͔͚ͯɺCLVʢސ٬ੜ֔Ձ஋ʣ͸12ສԁͱͳΔɻ
    34
    12ϲ݄ * 1ສԁ = 12ສԁ

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  35. 35
    ͨͩݱ࣮ੈքͰ͸ɺ
    1ਓ1ਓͷސ٬ͷαʔϏεͷར༻ظ͔ؒΒɺ
    αʔϏεશମͷฏۉܧଓظؒΛܭࢉ͢Δ͜ͱ͸೉͍͠ɻ

    View Slide

  36. 36
    ސ٬͸ҟͳΔλΠϛϯάͰར༻Λ։࢝͢Δɻ




    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ

    View Slide

  37. 1ਓ1ਓͷܧଓظؒΛܭࢉ͢ΔͨΊʹɺશͯͷސ٬ΛԿϲ݄ؒαʔϏε
    Λ࢖͍ͬͯΔ͔Ͱἧ͑Δɻ
    37
    4ϲ݄໨
    3ϲ݄໨
    2ϲ݄໨
    1ϲ݄໨
    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ

    View Slide

  38. ྫ͑͹ాத͞Μ4ϲ݄αʔϏεΛܧଓ͍ͯ͠Δ͕ɺ5ϲ݄໨΋αʔϏε
    Λܧଓ͢Δ͔͸खݩͷσʔλ͔Β͸෼͔Βͳ͍ɻ
    38
    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ




    View Slide

  39. ࢁా͞Μ͕4ϲ݄໨ʹαʔϏεΛܧଓ͢Δ͔Ͳ͏͔͸खݩͷσʔλ͔
    Β͸෼͔Βͳ͍ɻ
    39
    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ




    View Slide

  40. ಉ͡Α͏ʹߴڮ͞Μ͕2ϲ݄໨Ҏ߱ɺαʔϏεΛܧଓ͢Δ͔Ͳ͏͔͸
    खݩͷσʔλ͔Β͸෼͔Βͳ͍ɻ
    40
    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ




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  41. 41
    4ϲ݄໨
    3ϲ݄໨
    2ϲ݄໨
    1ϲ݄໨
    ?
    ? ? ?
    ాத͞Μ
    ླ໦͞Μ
    ߴڮ͞Μ
    ࢁా͞Μ
    ࠤ౻͞Μ
    νϟʔϯ͍ͯ͠ͳ͍ސ٬͕͜ͷઌɺԿϲ݄ؒαʔϏεΛܧଓ͢Δ͔͸
    ෼͔Βͳ͍ͷͰɺސ٬ͷฏۉܧଓظؒΛܭࢉ͢Δ͜ͱ͸೉͍͠ɻ
    4ϲ݄໨
    ?
    ?
    ?

    View Slide

  42. 42
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ

    View Slide

  43. 43
    ސ٬ͷฏۉܧଓظؒ͸ɺ
    νϟʔϯ཰ʹΑͬͯࠨӈ͞ΕΔɻ

    View Slide

  44. 44
    ྫ͑͹10ਓͷސ٬͕͍ͯຖ݄ͷνϟʔϯ཰͕Ұఆͩͱͯ͠ɺલ݄͔Βͷ
    νϟʔϯ཰50%ͩͬͨ৔߹ɺখ਺఺ҎԼΛ੾ΓࣺͯΔͱɺސ٬͸5ϲ݄໨
    Ͱ͍ͳ͘ͳΔɻ
    1ϲ݄໨ 2ϲ݄໨ 3ϲ݄໨ 4ϲ݄໨ 5ϲ݄໨ 6ϲ݄໨ 7ϲ݄໨ 8ϲ݄໨ 9ϲ݄໨ 10ϲ݄໨ 11ϲ݄໨

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  45. લ݄͔Βͷνϟʔϯ཰10%ͩͬͨ৔߹ɺখ਺఺ҎԼΛ੾ΓࣺͯΔͱɺ
    ސ٬͸11ϲ݄໨Ͱ͍ͳ͘ͳΔɻ
    45
    1ϲ݄໨ 2ϲ݄໨ 3ϲ݄໨ 4ϲ݄໨ 5ϲ݄໨ 6ϲ݄໨ 7ϲ݄໨ 8ϲ݄໨ 9ϲ݄໨ 10ϲ݄໨ 11ϲ݄໨

    View Slide

  46. 46
    ࣮͸νϟʔϯ཰Λ΋ͱʹɺ
    ฏۉܧଓظؒ͸ܭࢉ͢Δ͜ͱ͕Ͱ͖Δɻ

    View Slide

  47. 47
    ฏۉܧଓظؒ͸ҎԼͷ਺ࣜͰܭࢉͰ͖Δɻ
    ฏۉܧଓظؒ = 1 / νϟʔϯ཰

    View Slide

  48. ྫ͑͹લ݄͔Βͷνϟʔϯ཰͕10ˋͩͬͨ৔߹ɺฏۉܧଓظؒ͸
    10ϲ݄ͱͳΔɻ
    48
    1 / 0.1 = 10ϲ݄

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  49. ސ٬ͷฏۉܧଓظ͕ؒܭࢉͰ͖ͨΒɺ͋ͱ͸ARPUʢސ٬͋ͨΓͷฏ
    ۉऩӹʣͷ1ສԁΛ͔͚Ε͹CLVʢސ٬ੜ֔Ձ஋ʣ͸ܭࢉͰ͖Δɻ
    49
    10ϲ݄ * 1ສԁ = 10ສԁ

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  50. 50
    ͜ͷܭࢉํ๏ʹ͸1ͭ໰୊͕͋Δɻ

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  51. 51
    ࣮͸νϟʔϯ཰͸ސ٬ͷฏۉܧଓظؒΛٻΊΔ͏͑Ͱɺ
    ͋ͯʹͳΒͳ͍ࢦඪɻ

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  52. 52
    ސ٬ͷܦա࣌ؒ͝ͱͷੜଘ཰Λදͨ͠ੜଘۂઢͱ͍͏΋ͷ͕͋ͬͨɻ
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ
    100%
    40%
    32%
    60%
    48%
    35%

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  53. 53
    1ϲ݄ޙʹ͸60%ͷސ٬ʹͳΔɻͭ·Γ40%ͷސ٬͕νϟʔϯ͢Δɻ
    1ϲ݄ޙ
    100%
    40%
    32%
    60%
    48%
    2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ
    35%
    ܦա࣌ؒ

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  54. 54
    2ϲ݄ޙʹ͸48%ͷސ٬ʹͳΔɻͭ·Γ52%ͷސ٬͕νϟʔϯ͢Δɻ
    1ϲ݄ޙ
    100%
    40%
    32%
    60%
    48%
    2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ
    35%
    ܦա࣌ؒ

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  55. ҰൠతʹαʔϏεͷར༻։͔࢝Β೔͕ઙ͍ͱɺαʔϏεͷՁ஋Λ֬৴ͤ
    ͣʹར༻࢝͠ΊΔ͜ͱ΋ଟ͍ͨΊɺސ٬͸νϟʔϯ͠΍͍͢ɻ
    55
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ

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  56. 56
    ར༻ظ͕ؒ୹͍ސ٬ͷલ݄͔Βͷνϟʔϯ཰͸ߴ͘ͳΓ͕ͪͰ͋Δɻ
    40%
    32%
    60%
    48%
    40%
    20%
    17%
    100%
    35%
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ

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  57. ٯʹҰఆظؒαʔϏεͷར༻Λଓ͚ͨސ٬͸ɺαʔϏεʹՁ஋Λײͯ͡
    ͍Δ͜ͱ΋ଟ͘ɺར༻ظ͕ؒઙ͍ͱ͖ͱൺ΂ͯɺνϟʔϯͮ͠Β͍ɻ
    57
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ

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  58. 58
    ར༻ظ͕ؒ௕͍ސ٬ͷલ݄͔Βͷνϟʔϯ཰͸௿͘ͳΓ͕ͪͰ͋Δɻ
    40%
    32%
    60%
    48%
    35%
    12%
    9%
    1ϲ݄ޙ 2ϲ݄ޙ 3ϲ݄ޙ 4ϲ݄ޙ 5ϲ݄ޙ ܦա࣌ؒ

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  59. 59
    ܧଓظ͕ؒҟͳΔސ٬Λ·ͱΊͨ
    ฏۉతͳνϟʔϯ཰͸
    ଟ਺೿ͷސ٬ͷνϟʔϯ཰ͷӨڹΛΑΓड͚Δɻ

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  60. 60
    ࠷ۙೖ͖ͬͯͨސ٬͕ଟ਺೿ͷ৔߹Λߟ͑ͯΈΔɻ

    View Slide

  61. 61
    ͜Ε͸Ϗδωε͕ٸ੒௕͍ͯ͠Δͱ͖Ͱ͋Δɻ

    View Slide

  62. 62
    1ϲ݄ޙͷސ٬ͷνϟʔϯ཰͸40%ͳͷͰɺ͜ͷ৔߹ଟ͘ͷސ٬͕
    νϟʔϯ͢Δ͜ͱʹͳΔɻ
    40%
    40%

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  63. ͜ͷΑ͏ʹٸ੒௕͍ͯ͠ΔϏδωεͷ৔߹ɺ࠷ۙͷސ٬ͷνϟʔϯ཰
    ͕શମͷνϟʔϯ཰ʹ༩͑ΔӨڹ͕େ͖͘ͳΔɻ
    63

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  64. 64
    ଟ਺೿͕ܧଓظ͕ؒ௕͍ސ٬ͷ৔߹Λߟ͑ͯΈΔɻ

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  65. 65
    ͜Ε͸Ϗδωεͷ੒௕͕ಷԽ͍ͯ͠Δͱ͖Ͱ͋Δɻ

    View Slide

  66. ଟ਺೿ͷސ٬Ͱ͋Δ6ϲ݄໨αʔϏεΛܧଓ͍ͯ͠Δސ٬ͷલ݄͔Β
    νϟʔϯ཰͸9%ͱͳΔͨΊνϟʔϯ͢Δސ٬͸গͳ͍ɻ
    66
    9%
    9%

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  67. ੒௕͕ಷԽ͍ͯ͠ΔϏδωεͷ৔߹ɺܧଓظ͕ؒ௕͍ސ٬ͷνϟʔϯ
    ཰͕શମͷνϟʔϯ཰ʹ༩͑ΔӨڹ͕େ͖͘ͳΔɻ
    67
    9%

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  68. Ϗδωε͕ٸ੒௕͍ͯ͠Δͱνϟʔϯ཰͸ѱ͘ͳΔ܏޲͕͋Γɺ
    ಷԽ͍ͯ͠Δͱ͖ʹνϟʔϯ཰͸ྑ͘ͳΔ܏޲ͱͳΔ͜ͱ͕͋Δɻ
    68
    Ϗδωε͕ٸܹʹ੒௕͍ͯͯ͠ɺνϟʔϯ
    ཰͕ߴ͍ɺ࠷ۙͷސ٬ͷׂ߹͕ߴ͍ͨΊશ
    ମͷνϟʔϯ཰͕ߴ͘ͳΔɻ
    Ϗδωεͷ੒௕͕ಷԽ͍ͯͯ͠ɺνϟʔϯ
    ཰͕௿͍ੲ͔Β͍Δސ٬ͷׂ߹͕ߴ͍ͨΊ
    શମͷνϟʔϯ཰͕௿͘ͳΔɻ

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  69. 69
    ଟ਺೿ͷސ٬ͷνϟʔϯ཰͕
    શମͷνϟʔϯ཰ʹ͓Α΅͢Өڹ͕ΑΓେ͖͘ͳΔɻ
    ͜ΕΛνϟʔϯ཰ͷ᠘ͱݺΜͩɻ

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  70. 70
    νϟʔϯ཰͕͋ͯʹͳΒͳ͍ࢦඪͳͷͰ͋Ε͹ɺ
    νϟʔϯ཰͔ΒܧଓظؒΛਪఆͯ͠
    CLVΛܭࢉ͢Δํ๏͸࠷ྑͱ͸ݴ͑ͳ͍ɻ

    View Slide

  71. ͱ͜ΖͰɺαʔϏεશମͷνϟʔϯΛత֬ʹཧղ͢ΔͨΊʹɺੜଘۂઢ
    Λ࢖͏͜ͱ͕Ͱ͖Δɻ
    71

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  72. 72
    ͜ͷੜଘۂઢΛ࢖͏͜ͱͰɺސ٬1ਓ͔Βظ଴Ͱ͖Δ
    ੜ֔ऩӹΛܭࢉͰ͖Δɻ
    ͜Ε͕CLVʢސ٬ੜ֔Ձ஋ʣͱͳΔɻ

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  73. 73
    • צͱܦݧͰCLVΛਪఆ͢Δ
    • νϟʔϯ཰͔ΒCLVΛਪఆ͢Δ
    • ੜଘ཰͔ΒCLVΛਪఆ͢Δ

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  74. 74
    Ͱ͸ੜଘۂઢ͔Βɺ
    ͲͷΑ͏ʹCLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δͷ͔ɻ

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  75. ҎԼͷΑ͏ͳੜଘۂઢΛඳ͘ɺARPUʢސ٬͋ͨΓͷฏۉऩӹʣ͕1ສԁ
    ͷαʔϏεΛྫʹߟ͑ͯΈΔɻ
    75

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  76. 76
    ੜଘظؒͷʮ0ʯ͸ίϯόʔδϣϯ݄ͨ͠Ͱ͋Δɻ

    View Slide

  77. Ծʹސ٬͕100ਓ͍ͨͱ͖ɺॳ݄͸ސ٬ͷ100%͢ͳΘͪશһ͕՝ۚ
    ͢Δ͜ͱʹͳΔɻ
    77

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  78. ੜଘظؒͷʮ1ʯ͸ίϯόʔδϣϯ͔ͯ͠Β1ϲ݄ޙɺ͢ͳΘͪ2ճ໨
    ͷ՝͕ۚೖ݄ͬͨͰ͋Δɻ
    78

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  79. Ծʹݩͷސ٬͕100ਓ͍ͨͱ͖ɺ1ϲ݄ޙʹ͸80%ɺ͢ͳΘͪ80ਓͷ
    ސ٬͕՝ۚ͢Δ͜ͱʹͳΔɻ
    79

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  80. 80
    2ϲ݄ޙʹ͸70%ɺ͢ͳΘͪ70ਓͷސ٬͕՝ۚ͢Δ͜ͱʹͳΔɻ

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  81. 81
    ࣮ࡍ͜ͷϏδωεʹ͸100ਓͷސ٬͕͍Δɻ
    ͜ͷશސ٬͔ΒಘΒΕΔऩӹΛ΋ͱʹ
    ސ٬1ਓ͔Βظ଴Ͱ͖Δੜ֔ऩӹͰ͋Δ
    CLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉͯ͠ΈΔɻ

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  82. 82
    ॳ݄ͷੜଘ཰͸100%ͳͷͰɺ100ਓͷސ٬͕՝ۚͨ͠ɻ͜ͷαʔϏεͷARPU
    ʢސ٬͋ͨΓฏۉऩӹʣ͸1ສԁͳͷͰɺॳ݄ͷऩӹͷ߹ܭ஋͸100ສԁʹͳΔɻ
    100ສԁʢ100ਓ * 1ສԁʣ

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  83. 83
    ސ٬1ਓʹظ଴͞ΕΔऩӹ͸100ਓͰׂͬͨ1ສԁͱͳΔɻ
    1ສԁʢ100ສԁ / 100ਓʣ

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  84. ར༻։͔࢝Β1ϲ݄ޙͷੜଘ཰͸80%ͳͷͰɺ80ਓͷސ٬͕՝ۚ͠
    ͨɻ1ϲ݄ޙͷऩӹͷ߹ܭ͸80ສԁʹͳΔɻ
    84
    80ສԁʢ80ਓ * 1ສԁʣ

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  85. 85
    ސ٬1ਓʹظ଴͞ΕΔऩӹ͸ݩʑ͍ͨ100ਓͰׂͬͯ8,000ԁͱͳΔɻ
    8,000ԁʢ80ສԁ / 100ਓʣ

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  86. 2ϲ݄ޙͷੜଘ཰͸70%ͳͷͰɺ70ਓͷސ٬͕՝ۚͨ͠ɻ2ϲ݄ޙͷऩ
    ӹͷ߹ܭ͸70ສԁʹͳΔɻ
    86
    70ສԁʢ70ਓ * 1ສԁʣ

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  87. 87
    ސ٬1ਓʹظ଴͞ΕΔऩӹ͸ݩʑ͍ͨ100ਓͰׂͬͨ7,000ԁͱͳΔɻ
    7,000ԁʢ70ສԁ / 100ਓ ʣ

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  88. 88
    ͜ͷܭࢉΛ࠷ޙ·Ͱ܁Γฦ͢ɻ

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  89. ܧଓظؒ͝ͱʹސ٬1ਓʹظ଴͞ΕΔऩӹɺ͢ͳΘͪظ଴ऩӹΛٻΊ
    Δ͜ͱ͕Ͱ͖Δɻ
    89
    8,000ԁ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ

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  90. 90
    ͜ΕΛશͯ଍্ͨ͛ͨ͠΋ͷ͕CLVͱͳΔɻ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ
    8,000ԁ

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  91. 91
    CLVʢސ٬ੜ֔Ձ஋ʣ͸݄͝ͱͷظ଴ऩӹΛ଍্͛ͨ͠΋ͷɻ
    CLVʢސ٬ো֐Ձ஋ʣ = sum(݄͝ͱͷظ଴ऩӹ)

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  92. CLVʢސ٬ো֐Ձ஋ʣͷܭࢉʹར༻ͨ͠ɺ݄͝ͱͷظ଴ऩӹ͸ҎԼͷ
    Α͏ʹܭࢉͨ͠ɻ
    92
    CLVʢސ٬ো֐Ձ஋ʣ = sum(݄͝ͱͷظ଴ऩӹ)
    ݄͝ͱͷظ଴ऩӹ = ݩʑ͍ͨސ٬਺ * ͦͷظؒ·Ͱͷੜଘ཰ * ARPU / ݩʑ͍ͨސ٬਺

    View Slide

  93. ݄͝ͱͷظ଴ऩӹͷܭࢉͰ͸ɺݩʑ͍ͨސ٬਺Λ͔͚͔ͯΒɺׂͬ
    ͯɺଧͪফ͍ͯͨ͠ɻ
    93
    CLVʢސ٬ো֐Ձ஋ʣ = sum(݄͝ͱͷظ଴ऩӹ)
    ݄͝ͱͷظ଴ऩӹ = ݩʑ͍ͨސ٬਺ * ͦͷظؒ·Ͱͷੜଘ཰ * ARPU / ݩʑ͍ͨސ٬਺

    View Slide

  94. ݄͝ͱͷظ଴ऩӹͷܭࢉʹ͋ͨͬͯɺސ٬਺Λ͔͚ͨΓɺׂͬͨΓ͢
    Δඞཁ͸ͳ͍ɻ
    94
    CLVʢސ٬ো֐Ձ஋ʣ = sum(݄͝ͱͷظ଴ऩӹ)
    ݄͝ͱͷظ଴ऩӹ = ͦͷظؒ·Ͱͷੜଘ཰ * ARPU

    View Slide

  95. 95
    CLVʢސ٬ੜ֔Ձ஋ʣ͸ҎԼʹΑͬͯٻΊΒΕΔɻ
    CLVʢސ٬ੜ֔Ձ஋ʣ = sum(ͦͷظؒ·Ͱͷੜଘ཰ * ARPU)

    View Slide

  96. ॳ݄ͷੜଘ཰͕100%ͳͷͰɺARPUʢ1ސ٬͋ͨΓͷฏۉऩӹʣͷ1ສԁ
    Λ͔͚ͯɺॳ݄ʹظ଴͞ΕΔސ٬1ਓ͋ͨΓͷऩӹ͸1ສԁʹͳΔɻ
    96
    1ສԁʢ100% * 1ສԁ ʣ

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  97. 1ϲ݄ޙͷੜଘ཰͸80%ͳͷͰɺ1ສԁΛ͔͚Δͱɺ1ϲ݄ޙʹظ଴͞
    ΕΔސ٬1ਓ͋ͨΓͷऩӹ͸8,000ԁʹͳΔɻ
    97
    8,000ԁʢ80% * 1ສԁ ʣ

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  98. 2ϲ݄ޙͷੜଘ཰͸70%ͳͷͰɺ1ສԁΛ͔͚Δͱɺ2ϲ݄ޙʹظ଴͞
    ΕΔސ٬1ਓ͋ͨΓͷऩӹ͸7,000ԁʹͳΔɻ
    98
    7,000ԁʢ70% * 1ສԁ ʣ

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  99. 99
    ͜ͷܭࢉΛ࠷ޙ·Ͱ܁Γฦ͢ɻ

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  100. ઌఔͱಉ͡Α͏ʹ࠷ޙ·Ͱܭࢉ͢Δ͜ͱͰɺ݄͝ͱʹސ٬1ਓ͋ͨΓ
    ͷظ଴ऩӹΛٻΊΔ͜ͱ͕Ͱ͖Δɻ
    100
    8,000ԁ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ

    View Slide

  101. 101
    ͜ΕΛશͯ଍্ͨ͛ͨ͠΋ͷ͕CLVͱͳΔɻ
    8,000ԁ
    1ສԁ
    7,000ԁ
    6,000ԁ
    5,100ԁ
    4,300ԁ
    3,700ԁ
    3,100ԁ
    2,700ԁ
    2,300ԁ
    1,900ԁ
    1,600ԁ

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  102. 102
    ੜଘۂઢΛඳ͘ͷʹ࢖ΘΕΔ݄͝ͱͷੜଘ཰ͷσʔ
    λ͕͋Ε͹CLVʢސ٬ੜ֔Ձ஋ʣ͕ܭࢉͰ͖Δ͜ͱ͸
    ෼͔ͬͨɻ
    Ͱ͸ͦͷσʔλ͸ͲͷΑ͏ʹ༻ҙ͢Ε͹͍͍͔ɻ

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  103. 103
    ੜଘۂઢΛ࡞੒͢Δɻ

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  104. ੜଘۂઢͷϞσϧΛ࡞੒͢ΔͱɺੜଘۂઢͷՄࢹԽʹར༻͞Εͨɺ
    ੜଘظؒ͝ͱͷੜଘ཰ͷσʔλ΋σʔλλϒʹੜ੒͞ΕΔɻ
    104

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  105. 105
    ͜ͷσʔλ͸৽نσʔλϑϨʔϜͱͯ͠อଘ͢Δ͜ͱ͕Ͱ͖Δɻ

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  106. σʔλϑϨʔϜͱͯ͠อଘ͕Ͱ͖ͨΒɺੜଘظؒ͝ͱͷظ଴ऩӹΛܭ
    ࢉͯ͠଍্͛͠Ε͹ྑ͍ɻ
    106

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  107. 107
    Let’s try!

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  108. 108
    ΞδΣϯμ
    • CLVʢސ٬ੜ֔Ձ஋ʣ
    • CLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δ3ͭͷํ๏
    • CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉ

    View Slide

  109. 109
    ·ͣ͸ੜଘ෼ੳΛߦ͍ɺੜଘۂઢΛඳ͘ɻ

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  110. • ؍࡯ର৅1ਓʹରͯ͠1ߦͷσʔλ
    • ؍࡯ର৅ͷੜଘظؒ(։࢝೔ɺऴྃ೔)
    • ؍࡯ର৅ͷΠϕϯτͷεςʔλε
    • νϟʔϯͳͲ
    • ଧͪ੾Γ
    110
    ੜଘ෼ੳ༻ͷσʔλ

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  111. 111
    ࠓճ࢖͏αϯϓϧσʔλ
    ੜଘ෼ੳ༻σʔλ

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  112. 112
    σʔλ͸͢Ͱʹੜଘ෼ੳ͕͙͢Ͱ͖ΔΑ͏ʹͳ͍ͬͯΔɻ
    ϢʔβʔID ࠷ޙͷࢧ෷͍೔ ࠃ
    ࠷ॳͷࢧ෷೔ ܖ໿εςʔλε
    ར༻σόΠε

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  113. 113
    ੜଘ෼ੳ༻ͷσʔλͷ࡞੒ํ๏ʹ͍ͭͯ͸ɺ
    ϫʔΫγϣοϓ #7 -ίϗʔτ෼ੳ Part. 2 ੜଘ෼ੳ
    Λࢀরͯ͠Έ͍ͯͩ͘͞ʂ

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  114. 114

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  115. 115

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  116. 116
    σʔλϑϨʔϜͷϓϥεϘλϯ( + )͔ΒσʔλɾΧλϩάΛબͿɻ

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  117. αʔνϘοΫεʹSurvival CLVͱೖྗͯ͠ݕࡧ͢Δɻ
    117

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  118. σʔλͷ৘ใΛݟ͍ͨ৔߹͸։͘ϘλϯΛΫϦοΫ͢Δɻ
    118

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  119. ΠϯϙʔτϘλϯΛΫϦοΫͯ͠σʔλΛΠϯϙʔτ͢Δɻ
    119

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  120. อଘΛΫϦοΫ͢Δɻ
    120

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  121. 121
    σʔλΛΠϯϙʔτ͢Δ͜ͱ͕Ͱ͖ͨɻ

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  122. 122
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉεςοϓ
    ੜଘ෼ੳ༻σʔλ
    ݄͝ͱͷظ଴ऩӹͷܭࢉ
    ੜଘ෼ੳͷ࣮ࢪͱ
    ݁Ռσʔλͷอଘ
    ݄͝ͱͷظ଴ऩӹͷूܭ

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  123. 123
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉεςοϓ
    ੜଘ෼ੳ༻σʔλ
    ݄͝ͱͷظ଴ऩӹͷܭࢉ
    ੜଘ෼ੳͷ࣮ࢪͱ
    ݁Ռσʔλͷอଘ
    ݄͝ͱͷظ଴ऩӹͷूܭ

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  124. 124
    ΞφϦςΟΫεϏϡʔʹҠಈͯ͠
    λΠϓʹੜଘۂઢΛબ୒͢Δɻ

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  125. 125
    • ։࢝࣌ظʹfirst_dateΛબ୒͢Δɻ
    • ऴྃ࣌ظʹlast_dateΛબ୒͢Δɻ

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  126. 126
    • ظؒͷ୯Ґʹ݄Λબ୒͢Δɻ
    • ੜଘঢ়ଶ(Πϕϯτ)ʹcanceledΛબ୒͢Δɻ

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  127. 127
    ݄͝ͱʹظ଴͞ΕΔऩӹΛܭࢉ͢ΔͨΊʹɺ
    ʮظؒͷ୯Ґʯʹ݄Λબ୒͢Δɻ

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  128. 128
    ੜଘۂઢΛඳ͘͜ͱ͕Ͱ͖ͨɻ

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  129. 129
    σʔλλϒʹҠಈ͢Δɻ

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  130. σʔλλϒʹҠಈ͢Δͱɺ݄͝ͱͷੜଘظؒͱੜଘ཰͕දࣔ͞ΕΔɻ
    ͜ͷσʔλΛ࢖ͬͯCLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δɻ
    130

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  131. 131
    ͜ͷσʔλΛ࢖ͬͯɺCLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͍ͨ͠ͷͰɺΤΫεϙʔτΞ
    Πίϯ͔ΒɺςʔϒϧɾσʔλΛ৽نσʔλϑϨʔϜͱͯ͠อଘΛબ୒͢Δɻ

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  132. 132
    σʔλϑϨʔϜͷ໊শΛCLVʹมߋ͠ɺOKΛΫϦοΫ͢Δɻ

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  133. σʔλλϒͰݟ͍͑ͯͨੜଘۂઢͷσʔλ͕σʔλϑϨʔϜͱͯ͠อ
    ଘ͞Εͨɻ
    133

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  134. 134
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉεςοϓ
    ੜଘ෼ੳ༻σʔλ
    ݄͝ͱͷظ଴ऩӹͷܭࢉ
    ੜଘ෼ੳͷ࣮ࢪͱ
    ݁Ռσʔλͷอଘ
    ݄͝ͱͷظ଴ऩӹͷूܭ

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  135. 135
    ݄͝ͱͷظ଴ऩӹ͸ɺҎԼͰܭࢉͰ͖Δɻ
    ݄͝ͱͷظ଴ऩӹ = ͦͷظؒ·Ͱͷੜଘ཰ * ARPU

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  136. ͢Ͱʹੜଘ཰ͷྻ͸͋ΔͷͰɺARPUʢ1ސ٬͋ͨΓͷฏۉऩӹʣΛ
    ͔͚Ε͹ɺ݄͝ͱͷظ଴ऩӹ͸ܭࢉͰ͖Δɻ
    136

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  137. 137
    ࠓճ͸࿩Λγϯϓϧʹ͢ΔͨΊʹɺ
    ΞοϓάϨʔυ΋μ΢ϯάϨʔυ΋ͳ͍΋ͷͱͯ͠
    ARPUʢސ٬͋ͨΓͷฏۉऩӹʣ͕
    ͍ͭ΋1ສԁͱͯ͠CLVΛܭࢉ͢Δɻ

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  138. 138
    ੜଘ཰ͷྻϔομʔϝχϡʔ͔ΒܭࢉΛ࡞੒(Mutate)Λબ୒͢Δɻ

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  139. ܭࢉΤσΟλʹੜଘ཰ * 10000ͱλΠϓ͠ɺ݄͝ͱظ଴ऩӹͱͯ͠ɺ
    ৽͘͠ྻΛ࡞੒͢Δɻɹ
    139

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  140. 140
    ݄͝ͱͷظ଴ऩӹ͕ܭࢉͰ͖ͨɻ͋ͱ͸͜ͷ਺ࣈΛ଍্͛͠Ε͹ྑ͍ɻ

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  141. 141
    CLVʢސ٬ੜ֔Ձ஋ʣͷܭࢉεςοϓ
    ੜଘ෼ੳ༻σʔλ
    ݄͝ͱͷظ଴ऩӹͷܭࢉ
    ੜଘ෼ੳͷ࣮ࢪͱ
    ݁Ռσʔλͷอଘ
    ݄͝ͱͷظ଴ऩӹͷूܭ

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  142. νϟʔτϏϡʔʹҠಈ͠ɺλΠϓʹʮϐϘοτςʔϒϧʯΛબ୒͠ɺ
    ஋ʹ݄͝ͱͷظ଴ऩӹΛબ୒͢Δɻ
    142

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  143. CLVʢސ٬ੜ֔ऩӹʣ͕ूܭͰ͖ͨɻ
    ͜ͷαʔϏεͷCLVʢސ٬ੜ֔ऩӹʣ͸82,165ԁͱͳΔɻ
    143

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  144. 144
    ͱ͜ΖͰɺɺɺ

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  145. ސ٬Λίϗʔτʹ෼͚ͯɺੜଘۂઢΛൺ΂Δ෼ੳΛίϗʔτ෼ੳͱ
    ݺΜͩɻ
    145
    σεΫτοϓϢʔβʔͷ
    ίϗʔτ
    ϞόΠϧϢʔβʔͷ
    ίϗʔτ

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  146. 146
    ྆ऀͷੜଘ཰ʹҧ͍͕͋Ε͹ɺCLVʢސ٬ੜ֔Ձ஋ʣ͕ҟͳͬͯ͘Δɻ
    σεΫτοϓϢʔβʔͷ
    ίϗʔτ
    ϞόΠϧϢʔβʔͷ
    ίϗʔτ

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  147. 147
    ίϗʔτ͝ͱʹCLVʢސ٬ੜ֔Ձ஋ʣ͕ܭࢉͰ͖Ε͹ɺ
    ΑΓސ٬֫ಘͳͲʹ͔͚ΒΕΔඅ༻Λ࠷దԽͰ͖Δɻ

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  148. 148
    ίϗʔτ෼ੳΛߦ͏ͱɺσʔλλϒʹίϗʔτͷྻ͕௥Ճ͞ΕΔɻ

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  149. 149
    ࠓճͷσʔλʹ͸ίϗʔτ෼ੳʹ࢖͑Δྻ͕͋Δɻ

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  150. 150
    ίϗʔτ෼ੳΛߦ͍ɺ
    ίϗʔτ͝ͱʹܧଓظؒ͝ͱͷظ଴ऩӹΛܭࢉͯ͠ɺ
    ଍্͛͠Ε͹ίϗʔτ͝ͱͷCLVʢސ٬ੜ֔ऩӹʣͷ
    ܭࢉ͕Ͱ͖Δɻ

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  151. ઌఔɺੜଘ෼ੳΛߦͬͨσʔλϑϨʔϜʹ໭Γɺࠓճ͸ʮ৭Ͱ෼ׂʯ
    ʹσόΠεʢdeviceʣΛબ୒͠ɺ࣮ߦ͢Δɻ
    151

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  152. σόΠε͝ͱͷੜଘۂઢΛඳ͘͜ͱ͕Ͱ͖ͨɻϞόΠϧϢʔβʔͱɺ
    σεΫτοϓϢʔβʔͷੜଘ཰ʹ͸ҧ͍͕͋ΔΑ͏ʹݟ͑Δɻ
    152

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  153. σʔλλϒʹҠಈ͠ɺ
    ςʔϒϧɾσʔλΛ৽نσʔλϑϨʔϜͱͯ͠อଘΛબ୒͢Δɻ
    153
    Doing with pivot table

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  154. 154
    σʔλϑϨʔϜͷ໊শΛCLV_Cohortʹมߋ͠ɺOKΛΫϦοΫ͢Δɻ

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  155. σʔλλϒͰݟ͍͑ͯͨੜଘۂઢͷσʔλ͕σʔλϑϨʔϜͱͯ͠อ
    ଘ͞Εͨɻ
    155

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  156. 156
    ίϗʔτ͝ͱͷੜଘظؒͱੜଘ཰ͷσʔλʹͳ͍ͬͯΔ͜ͱ͕෼͔Δɻ

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  157. 157
    ੜଘ཰ͷྻϔομʔϝχϡʔ͔ΒܭࢉΛ࡞੒(Mutate)Λબ୒͢Δɻ

    View Slide

  158. ܭࢉΤσΟλʹੜଘ཰ * 10000ͱλΠϓ͠ɺ݄͝ͱظ଴ऩӹͱͯ͠ɺ
    ৽͘͠ྻΛ࡞੒͢Δɻɹ
    158

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  159. ݄͝ͱͷظ଴ऩӹ͕ܭࢉͰ͖ͨɻ͋ͱ͸͜ͷ਺ࣈΛίϗʔτ͝ͱʹ଍
    ্͛͠Ε͹ྑ͍ɻ
    159

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  160. 160
    • νϟʔτϏϡʔʹҠಈͯ͠λΠϓʹ
    ϐϘοτςʔϒϧΛબ୒͢Δɻ
    • ߦʹίϗʔτΛબ୒͢Δɻ
    • ஋ʹ݄͝ͱͷظ଴ऩӹΛબ୒͢Δɻ
    • ߹ܭʹͳ͠Λબ୒͢Δɻ

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  161. 161
    CLVʢސ٬ੜ֔ऩӹʣ͕ूܭͰ͖ͨɻσεΫτοϓϢʔβʔ͸7,8611ԁɺ
    ϞόΠϧϢʔβʔ͸86,853ԁͱͳΔ͜ͱ͔ΒɺϞόΠϧϢʔβʔͷ֫ಘʹ͸σε
    ΫτοϓϢʔβʔΑΓଟ͘ͷඅ༻Λ͔͚ΒΕΔ͔΋͠Εͳ͍ɻ

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  162. 162
    ·ͱΊ
    1. SaaSͷϏδωεͰ͸ɺ1ਓͷސ٬͕νϟʔϯʢղ໿ʣ͢Δ·Ͱܧଓͯ͠ऩӹ
    ΛಘΔ͜ͱ͕Ͱ͖Δɻͦ͜ͰɺCLVʢސ٬ੜ֔Ձ஋ʣΛਪఆ͢Δ͜ͱͰ৽ن
    ސ٬ͷ֫ಘ΍طଘސ٬ͷҡ࣋ʹɺͲΕ͘Β͍ͷඅ༻Λ͔͚ΒΕΔ͔ΛܾΊΔ
    ͜ͱ͕Ͱ͖Δɻ
    2. CLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δํ๏͸͍͔ͭ͋͘Δ͕ɺੜଘۂઢΛ࢖ͬͯ
    ܭࢉ͢Δ͜ͱ͕΋ͬͱ΋త֬Ͱ͋ΔɻCLVʢސ٬ੜ֔Ձ஋ʣ͸֤݄͝ͱʹظ
    ଴͞ΕΔऩӹΛ଍্͛ͨ͠΋ͷɻ
    3. ͞Βʹίϗʔτʹ෼͚ͯCLVʢސ٬ੜ֔Ձ஋ʣΛܭࢉ͢Δ͜ͱͰɺηάϝϯ
    τ͝ͱʹΑΓਖ਼֬ͳCLVʢސ٬ੜ֔Ձ஋ʣΛٻΊΔ͜ͱ͕Ͱ͖Δɻ

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  163. ࣍ճηϛφʔ

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  164. EXPLORATORY
    ΦϯϥΠϯɾηϛφʔ #35
    Exploratoryͷ࢖͍ํ

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  165. View Slide

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  167. View Slide

  168. ݄̕։࠵ʂ
    ฏ೔൛: 9݄29(Ր), 30೔(ਫ), 10݄1೔(໦)

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  169. • ϏδωεͰ࢖͑Δࢥߟྗͷҭ੒
    σʔλαΠΤϯεͷεΩϧशಘ͚ͩͰͳ͘ɺσʔλΛ࢖ͬͨΑΓΑ͍ҙࢥܾఆΛߦ͏ͨ
    Ίʹඞཁͳ౷ܭతɾ֬཰తࢥߟྗ΋शಘͰ͖Δɻ

    • ݱ৔Ͱ࢖͑ΔεΩϧͷशಘ
    ڭࣨͷத͚ͩͰ௨༻͢Δཧ࿦ΑΓ΋ɺ࣮ࡍͷϏδωεͷݱ৔Ͱͷ໰୊Λղܾ͢ΔͨΊʹ
    ࢖͑ΔεΩϧͷशಘʹॏ৺Λ͓͍ͨτϨʔχϯάɻ

    • ϓϩάϥϛϯάͳ͠
    RݴޠͷUIͰ͋ΔExploratoryΛ෼ੳπʔϧͱͯ͠࢖༻͢ΔͨΊɺࢥߟྗͱσʔλαΠΤϯ
    εͷख๏ͷशಘʹ100ˋूதͰ͖Δɻ
    ಛ௃

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  171. Q & A

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  172. EXPLORATORY

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