{"id":11532,"date":"2025-04-24T09:08:37","date_gmt":"2025-04-24T09:08:37","guid":{"rendered":"https:\/\/otus.ru\/journal\/?p=11532"},"modified":"2025-04-23T09:08:58","modified_gmt":"2025-04-23T09:08:58","slug":"kogortnyj-analiz-ltv-i-rfm-v-sql","status":"publish","type":"post","link":"https:\/\/otus.ru\/journal\/kogortnyj-analiz-ltv-i-rfm-v-sql\/","title":{"rendered":"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>\u0418\u0441\u0445\u043e\u0434\u043d\u044b\u0435 \u0434\u0430\u043d\u043d\u044b\u0435<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0420\u0430\u0431\u043e\u0442\u0430\u0442\u044c \u0431\u0443\u0434\u0435\u043c \u0441 \u0442\u0430\u0431\u043b\u0438\u0446\u0435\u0439 orders \u2014 \u0440\u0435\u0430\u043b\u044c\u043d\u043e\u0439 \u0438\u0441\u0442\u043e\u0440\u0438\u0435\u0439 \u0432\u0441\u0435\u0445 \u043f\u043e\u043a\u0443\u043f\u043e\u043a.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdTDJk3sRosnFm4KOZvvW5H55weaDHNMIt9l4gKQFSvPVJOd-QVp1jpM6UOitrnzvv8n1hggmpwjJDd4O-8HGCYtD1PD9iJSsLYS7iPwvGGEnOwtU9kgneRihguoSnFSi3pZotNEg?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u041f\u0440\u0435\u0434\u0432\u0430\u0440\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0435 \u0434\u0430\u043d\u043d\u044b\u0435&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| user_id | order_date | amount |<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">|&#8212;&#8212;&#8212;|&#8212;&#8212;&#8212;&#8212;|&#8212;&#8212;&#8212;|<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| 1 &nbsp; &nbsp; &nbsp; | 2024-01-10 | 200&nbsp; &nbsp; |<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| 1 &nbsp; &nbsp; &nbsp; | 2024-02-05 | 150&nbsp; &nbsp; |<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| 2 &nbsp; &nbsp; &nbsp; | 2024-01-15 | 300&nbsp; &nbsp; |<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| 3 &nbsp; &nbsp; &nbsp; | 2024-02-10 | 120&nbsp; &nbsp; |<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">| 3 &nbsp; &nbsp; &nbsp; | 2024-04-10 | 80 &nbsp; &nbsp; |<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf081C0yF5ky5s--WRHtGZTyg5a5xU3FBJ6SRUNgYZddZ-V1y7A3k-KDPHILfbV1xNZhJuaTZbMGCh74s_LCKN8BkqiHS0S7qhHT-wSPMGR13SKNDEX9z0esupylenp9AYfS4ceWA?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u041f\u0435\u0440\u0432\u0430\u044f \u043f\u043e\u043a\u0443\u043f\u043a\u0430<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u041e\u043f\u0440\u0435\u0434\u0435\u043b\u044f\u0435\u043c, \u043a\u043e\u0433\u0434\u0430 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c \u0432 \u043f\u0435\u0440\u0432\u044b\u0439 \u0440\u0430\u0437 \u043f\u0440\u043e\u044f\u0432\u0438\u043b \u0430\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u044c&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcWFi4afJ51VJNooiEUbd8AVgnJVzYOO3OIANb_hq-vhVFiVTw39nAsYJwbvfts0iBGhVFlRHTkECxKGO-yhpOZNCYFq6i5BWcqMTbd2hgjEfj1and4kAChRs7CRaAXQofTJiOGbw?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0418\u043b\u0438 \u0434\u0440\u0443\u0433\u043e\u0439 \u0432\u0430\u0440\u0438\u0430\u043d\u0442:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfYNkmh6rqroBS-CKTgC_YXOduTk90eUo3a25SB8f1E5jXeVghXbm0qdBLAt0LBt2X1VW5RPNJQA8Lg3tbo-2Dq3q3Yo4TZBzLATje59yb0mbCb84YTlSrc7TVssC_o1kGJ7Wzc1g?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0422\u0430\u043a \u043c\u043e\u0436\u043d\u043e \u043f\u043e\u043b\u0443\u0447\u0438\u0442\u044c \u0432\u0441\u0435 \u0434\u0430\u043d\u043d\u044b\u0435 \u0441 \u0441\u043e\u0445\u0440\u0430\u043d\u0435\u043d\u0438\u0435\u043c \u043f\u0435\u0440\u0432\u044b\u0445 \u043f\u043e\u043a\u0443\u043f\u043e\u043a&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u041f\u043e\u0441\u0442\u0440\u043e\u0435\u043d\u0438\u0435 \u043a\u043e\u0433\u043e\u0440\u0442<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u041a\u043e\u0433\u043e\u0440\u0442\u0430 \u2014 \u044d\u0442\u043e \u043f\u0440\u043e\u0441\u0442\u043e \u0433\u0440\u0443\u043f\u043f\u0430 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u0441\u043e\u0432\u0435\u0440\u0448\u0438\u043b\u0438 \u043f\u0435\u0440\u0432\u0443\u044e \u043f\u043e\u043a\u0443\u043f\u043a\u0443 \u0432 \u043e\u0434\u0438\u043d \u0438 \u0442\u043e\u0442 \u0436\u0435 \u043f\u0435\u0440\u0438\u043e\u0434. \u0427\u0430\u0449\u0435 \u0432\u0441\u0435\u0433\u043e \u043a\u043e\u0433\u043e\u0440\u0442\u044b \u0444\u043e\u0440\u043c\u0438\u0440\u0443\u044e\u0442 \u043f\u043e \u043c\u0435\u0441\u044f\u0446\u0430\u043c \u043f\u0435\u0440\u0432\u043e\u0439 \u043f\u043e\u043a\u0443\u043f\u043a\u0438 \u2014 \u0442\u0430\u043a \u043f\u0440\u043e\u0449\u0435 \u0430\u043d\u0430\u043b\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u0442\u044c \u0434\u0438\u043d\u0430\u043c\u0438\u043a\u0443.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeef02BFZcimmCK-wyvtlM1OqaLEVJrLGvhwNoahJbLelU3HuDarILx4BAbEB_fCBsypX3K-hUtoGPSVkMafxRkyewc3OUPaZPIl--gsTgDjnL0DoSVsTw9fy0d8Mxu0y9nA7I4?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0421\u043e\u0435\u0434\u0438\u043d\u044f\u0435\u043c \u0441 \u0437\u0430\u043a\u0430\u0437\u0430\u043c\u0438:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXe6XfuXdsa7PrLvqveuNLIjXoNE9SbrJvB48fXDKRcLITZQnLASHzXARb5UPeCtvVeFPy9NZr8_B5UBCJRQbvARq9Nlj1HsypQT0EhREKvuA1r0d1dWCoUxzHmIsv3m2cV786GFQw?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u041e\u0442\u043b\u0438\u0447\u043d\u043e! \u0422\u0435\u043f\u0435\u0440\u044c \u0443 \u043d\u0430\u0441 \u043d\u0430 \u043a\u0430\u0436\u0434\u044b\u0439 \u0437\u0430\u043a\u0430\u0437 \u0435\u0441\u0442\u044c \u0441\u0432\u043e\u044f \u043a\u043e\u0433\u043e\u0440\u0442\u0430<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u0423\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435 \u043f\u043e \u043c\u0435\u0441\u044f\u0446\u0430\u043c<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0421\u0435\u0439\u0447\u0430\u0441 \u043f\u0435\u0440\u0435\u0445\u043e\u0434\u0438\u043c \u043a \u0441\u0430\u043c\u043e\u043c\u0443 \u0438\u043d\u0442\u0435\u0440\u0435\u0441\u043d\u043e\u043c\u0443 \u2014 \u0431\u0443\u0434\u0435\u043c \u0441\u043c\u043e\u0442\u0440\u0435\u0442\u044c, \u0441\u043a\u043e\u043b\u044c\u043a\u043e \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0435\u0439 \u0438\u0437 \u043a\u0430\u0436\u0434\u043e\u0439 \u043a\u043e\u0433\u043e\u0440\u0442\u044b \u043f\u0440\u043e\u0434\u043e\u043b\u0436\u0430\u044e\u0442 \u043f\u043e\u043a\u0443\u043f\u0430\u0442\u044c \u0441\u043e \u0432\u0440\u0435\u043c\u0435\u043d\u0435\u043c. \u041a\u043e\u043d\u043a\u0440\u0435\u0442\u043d\u043e \u043d\u0430\u0441 \u0438\u043d\u0442\u0435\u0440\u0435\u0441\u0443\u0435\u0442: \u043a\u0430\u043a\u043e\u0439 \u043f\u0440\u043e\u0446\u0435\u043d\u0442 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432 \u0432\u043e\u0437\u0432\u0440\u0430\u0449\u0430\u0435\u0442\u0441\u044f \u0447\u0435\u0440\u0435\u0437 \u043c\u0435\u0441\u044f\u0446, \u0434\u0432\u0430, \u0442\u0440\u0438 \u0438 \u0442\u0430\u043a \u0434\u0430\u043b\u0435\u0435 \u043f\u043e\u0441\u043b\u0435 \u043f\u0435\u0440\u0432\u043e\u0439 \u043f\u043e\u043a\u0443\u043f\u043a\u0438. \u042d\u0442\u043e \u0438 \u0435\u0441\u0442\u044c \u043a\u043b\u0430\u0441\u0441\u0438\u0447\u0435\u0441\u043a\u0438\u0439 retention-\u0430\u043d\u0430\u043b\u0438\u0437, \u043a\u043e\u0442\u043e\u0440\u044b\u0439 \u043f\u043e\u043a\u0430\u0437\u044b\u0432\u0430\u0435\u0442 &#171;\u0436\u0438\u0432\u0443\u0447\u0435\u0441\u0442\u044c&#187; \u043a\u043b\u0438\u0435\u043d\u0442\u0441\u043a\u043e\u0439 \u0431\u0430\u0437\u044b.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcQydNHHAT3eVwcJN4u7Kun1tiDZc4SsFqhZbs6miCYGuFp08b6Z9b7xlAdABDB_jGslXNuilyfeS8tTpem8YeHrcjbFE_6mGzTCF20FT-npYrkvkqqTJBuJ2F7l98IsNGoXggLRg?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc1-II8PANLJ7Ko4LwY7EsHiMF3MTCZsg2nIFZROulESB6ybrW-z2oof6Drrv7BI3HsW78BSCKRr-j6DzxQQgMQ-OH09foPtaRV6X6Vk-VzCeKyYhpBMlm-Jxyr-N9VucWHfClh7Q?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0415\u0441\u043b\u0438 \u043d\u0443\u0436\u043d\u044b \u043d\u0435 \u043f\u0440\u043e\u0441\u0442\u043e \u043a\u043e\u043b\u0438\u0447\u0435\u0441\u0442\u0432\u0430, \u0430 \u0438\u043c\u0435\u043d\u043d\u043e \u0434\u043e\u043b\u0438 (\u043f\u0440\u043e\u0446\u0435\u043d\u0442\u044b) \u2014 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u0443\u0435\u043c COUNT(*) OVER (PARTITION BY cohort_month).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Edge-\u043a\u0435\u0439\u0441\u044b<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u041f\u0440\u043e\u0431\u043b\u0435\u043c\u044b \u0441 \u0447\u0430\u0441\u043e\u0432\u044b\u043c\u0438 \u043f\u043e\u044f\u0441\u0430\u043c\u0438<\/strong><strong><br><\/strong>\u0412\u0441\u0435\u0433\u0434\u0430 \u043e\u0431\u0440\u0435\u0437\u0430\u0439\u0442\u0435 \u0434\u0430\u0442\u044b \u0434\u043e \u043c\u0435\u0441\u044f\u0446\u0430 \u0447\u0435\u0440\u0435\u0437 DATE_TRUNC(&#8216;month&#8217;, order_date::date). TIMESTAMP WITH TIME ZONE \u2014 \u043e\u043f\u0430\u0441\u043d\u0430\u044f \u0448\u0442\u0443\u043a\u0430, \u0435\u0441\u043b\u0438 \u0432\u0430\u043c \u043d\u0435 \u043d\u0443\u0436\u043d\u0430 \u0442\u043e\u0447\u043d\u043e\u0441\u0442\u044c \u0434\u043e \u0441\u0435\u043a\u0443\u043d\u0434 \u0441 \u0443\u0447\u0451\u0442\u043e\u043c \u043f\u043e\u044f\u0441\u043e\u0432.<\/li>\n\n\n\n<li><strong>\u041d\u044e\u0430\u043d\u0441\u044b \u0440\u0430\u0441\u0447\u0451\u0442\u0430 \u043c\u0435\u0441\u044f\u0446\u0435\u0432<\/strong><strong><br><\/strong>\u0424\u0443\u043d\u043a\u0446\u0438\u044f AGE \u0438\u043d\u043e\u0433\u0434\u0430 \u0432\u043e\u0437\u0432\u0440\u0430\u0449\u0430\u0435\u0442 0 \u043c\u0435\u0441\u044f\u0446\u0435\u0432 \u0434\u043b\u044f \u043f\u0435\u0440\u0438\u043e\u0434\u043e\u0432 \u0434\u043e 29 \u0434\u043d\u0435\u0439. \u041f\u0440\u043e\u0432\u0435\u0440\u044c\u0442\u0435, \u043f\u043e\u0434\u0445\u043e\u0434\u0438\u0442 \u043b\u0438 \u0432\u0430\u043c \u0442\u0430\u043a\u043e\u0435 \u043e\u043a\u0440\u0443\u0433\u043b\u0435\u043d\u0438\u0435 \u2014 \u0432\u043e\u0437\u043c\u043e\u0436\u043d\u043e, \u043d\u0443\u0436\u0435\u043d \u0431\u043e\u043b\u0435\u0435 \u0442\u043e\u0447\u043d\u044b\u0439 \u0440\u0430\u0441\u0447\u0451\u0442.<\/li>\n\n\n\n<li><strong>\u0423\u0447\u0451\u0442 \u043f\u043e\u0432\u0442\u043e\u0440\u043d\u044b\u0445 \u0440\u0435\u0433\u0438\u0441\u0442\u0440\u0430\u0446\u0438\u0439<\/strong><strong><br><\/strong>\u041a\u043e\u0433\u0434\u0430 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c \u0437\u0430\u0432\u043e\u0434\u0438\u0442 \u043d\u043e\u0432\u044b\u0439 \u0430\u043a\u043a\u0430\u0443\u043d\u0442 (\u0441 \u0434\u0440\u0443\u0433\u0438\u043c ID \u0438\u043b\u0438 email), \u0435\u0433\u043e \u0438\u0441\u0442\u043e\u0440\u0438\u044f \u043f\u043e\u043a\u0443\u043f\u043e\u043a \u043d\u0430\u0447\u0438\u043d\u0430\u0435\u0442\u0441\u044f \u0437\u0430\u043d\u043e\u0432\u043e. \u0421\u0442\u043e\u0438\u0442 \u044d\u0442\u043e \u0443\u0447\u0438\u0442\u044b\u0432\u0430\u0442\u044c&nbsp;<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">LTV \u043f\u043e \u043a\u043e\u0433\u043e\u0440\u0442\u0430\u043c<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">LTV (\u043f\u043e\u0436\u0438\u0437\u043d\u0435\u043d\u043d\u0430\u044f \u0446\u0435\u043d\u043d\u043e\u0441\u0442\u044c \u043a\u043b\u0438\u0435\u043d\u0442\u0430) \u043f\u043e\u043a\u0430\u0437\u044b\u0432\u0430\u0435\u0442, \u0441\u043a\u043e\u043b\u044c\u043a\u043e \u0434\u0435\u043d\u0435\u0433 \u0432 \u0441\u0440\u0435\u0434\u043d\u0435\u043c \u043f\u0440\u0438\u043d\u043e\u0441\u0438\u0442 \u043e\u0434\u0438\u043d \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c \u0438\u0437 \u043a\u043e\u0433\u043e\u0440\u0442\u044b \u0437\u0430 \u0432\u0435\u0441\u044c \u043f\u0435\u0440\u0438\u043e\u0434 \u0432\u0437\u0430\u0438\u043c\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f \u0441 \u0431\u0438\u0437\u043d\u0435\u0441\u043e\u043c. \u0414\u043b\u044f \u043a\u043e\u0433\u043e\u0440\u0442:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcalAm1gjbwuuEXApI2dXZEn5Xvoao2LCfN5-kppcVVCUkgIQcSubI4UvFT89HrO50uZE6NW50IA4R-e8NsQqgHbSC1cMnItBXwY8S6QN-0UI-ZAWI7H32eZbZ-QvwjyOy3tV6tXw?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0422\u0435\u043f\u0435\u0440\u044c, \u043a\u043e\u0433\u0434\u0430 \u0443 \u043d\u0430\u0441 \u0435\u0441\u0442\u044c \u0434\u0438\u043d\u0430\u043c\u0438\u043a\u0430 LTV \u043f\u043e \u043c\u0435\u0441\u044f\u0446\u0430\u043c, \u043c\u043e\u0436\u043d\u043e \u043f\u043e\u0441\u0447\u0438\u0442\u0430\u0442\u044c \u043a\u0443\u043c\u0443\u043b\u044f\u0442\u0438\u0432\u043d\u043e\u0435 \u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0435 \u2014 \u043f\u0440\u043e\u0441\u0442\u043e \u0434\u043e\u0431\u0430\u0432\u044c\u0442\u0435 \u043e\u043a\u043e\u043d\u043d\u0443\u044e \u0444\u0443\u043d\u043a\u0446\u0438\u044e: SUM() OVER (&#8230;).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>RFM-\u0430\u043d\u0430\u043b\u0438\u0437 \u0441 \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0435\u0439<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u041f\u0435\u0440\u0435\u0445\u043e\u0434\u0438\u043c \u043a RFM-\u0430\u043d\u0430\u043b\u0438\u0437\u0443<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0421\u0447\u0438\u0442\u0430\u0435\u043c \u043a\u043b\u044e\u0447\u0435\u0432\u044b\u0435 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u0438:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcp-LpUkNihUZPFPIrRx3UlEp0e4v6Gz2vE_xUkvahnkyiPzFCSZJ98VSPZ7yJkvX_rXajzVMlqhr97zWJY4ux-PKsuHvWNnE6Ovkp573RkXOK93WOGaG43k5p7t_FK-Vxbbl3b9g?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u0414\u0435\u043b\u0438\u043c \u043f\u043e \u043a\u0432\u0430\u043d\u0442\u0438\u043b\u044f\u043c:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXetUQtLP5yndbwwr-RCDGjBLKibAr5Z1UnoPwXPFBKzJPq9mncKgDDWf4xkfSojLXvhWtWA6bWGT48717G-1QP6tR6uiSRh1NtUe4fUajnWBaN60FGh88S8zwnNIy7fpveV0ltNfw?key=QXgmPcBwshhb2UJYm32L94UG\" alt=\"\u041a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437, LTV \u0438 RFM \u0432 SQL\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">RFM_segment = &#171;555&#187; \u2014 \u0438\u0434\u0435\u0430\u043b\u044c\u043d\u044b\u0439 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c! : \u043d\u0435\u0434\u0430\u0432\u043d\u043e \u0441\u043e\u0432\u0435\u0440\u0448\u0430\u043b \u043f\u043e\u043a\u0443\u043f\u043a\u0443, \u043f\u0440\u0438\u043d\u043e\u0441\u0438\u0442 \u043c\u043d\u043e\u0433\u043e \u0434\u0435\u043d\u0435\u0433 \u0438 \u043f\u043e\u043a\u0443\u043f\u043a\u0438 \u0441\u043e\u0432\u0435\u0440\u0448\u0430\u0435\u0442 \u0440\u0435\u0433\u0443\u043b\u044f\u0440\u043d\u043e&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u0410\u0440\u0445\u0438\u0442\u0435\u043a\u0442\u0443\u0440\u0430<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0427\u0442\u043e\u0431\u044b \u0432\u0430\u0448 \u043a\u043e\u0433\u043e\u0440\u0442\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437 \u043d\u0435 \u043f\u0440\u0435\u0432\u0440\u0430\u0442\u0438\u043b\u0441\u044f \u0432 \u0431\u0435\u0441\u043f\u043e\u0440\u044f\u0434\u043e\u0447\u043d\u0443\u044e \u043a\u043e\u043b\u043b\u0435\u043a\u0446\u0438\u044e SQL-\u0437\u0430\u043f\u0440\u043e\u0441\u043e\u0432, \u043d\u0443\u0436\u043d\u043e \u043f\u0440\u043e\u0434\u0443\u043c\u0430\u0442\u044c \u0430\u0440\u0445\u0438\u0442\u0435\u043a\u0442\u0443\u0440\u0443. \u041d\u0430\u0447\u043d\u0438\u0442\u0435 \u0441 \u0441\u043e\u0437\u0434\u0430\u043d\u0438\u044f \u043c\u0430\u0442\u0435\u0440\u0438\u0430\u043b\u0438\u0437\u043e\u0432\u0430\u043d\u043d\u044b\u0445 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u0438\u0439 \u0434\u043b\u044f \u043a\u043b\u044e\u0447\u0435\u0432\u044b\u0445 \u0434\u0430\u043d\u043d\u044b\u0445:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>user_first_order<\/strong> \u2014 \u0445\u0440\u0430\u043d\u0438\u0442 \u0434\u0430\u0442\u0443 \u043f\u0435\u0440\u0432\u043e\u0439 \u043f\u043e\u043a\u0443\u043f\u043a\u0438 \u043a\u0430\u0436\u0434\u043e\u0433\u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0430<\/li>\n\n\n\n<li><strong>orders_with_cohort<\/strong> \u2014 \u0432\u0441\u0435 \u0437\u0430\u043a\u0430\u0437\u044b \u0441 \u0443\u043a\u0430\u0437\u0430\u043d\u0438\u0435\u043c \u043a\u043e\u0433\u043e\u0440\u0442\u044b \u0438 \u0432\u0440\u0435\u043c\u0435\u043d\u043d\u043e\u0433\u043e \u0441\u043c\u0435\u0449\u0435\u043d\u0438\u044f<\/li>\n\n\n\n<li><strong>rfm_scores<\/strong> \u2014 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u044b RFM-\u0430\u043d\u0430\u043b\u0438\u0437\u0430 \u0441 \u0433\u043e\u0442\u043e\u0432\u043e\u0439 \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0435\u0439<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">\u0414\u0430\u043b\u044c\u0448\u0435 \u0432\u044b\u0441\u0442\u0440\u0430\u0438\u0432\u0430\u0435\u043c \u0441\u0442\u0430\u043d\u0434\u0430\u0440\u0442\u043d\u044b\u0439 pipeline:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0410\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0447\u0435\u0441\u043a\u043e\u0435 \u043e\u0431\u043d\u043e\u0432\u043b\u0435\u043d\u0438\u0435 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u0438\u0439 (\u043d\u0430\u043f\u0440\u0438\u043c\u0435\u0440, \u0440\u0430\u0437 \u0432 \u0434\u0435\u043d\u044c \u0447\u0435\u0440\u0435\u0437 Airflow\/Dagster)<\/li>\n\n\n\n<li>\u0412\u0438\u0437\u0443\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u044f \u0432 Metabase\/Superset<\/li>\n\n\n\n<li>\u041d\u0430\u0441\u0442\u0440\u043e\u0439\u043a\u0430 \u0430\u043b\u0435\u0440\u0442\u043e\u0432 \u043f\u043e \u043a\u043b\u044e\u0447\u0435\u0432\u044b\u043c \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u044f\u043c<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u0422\u0430\u043a\u043e\u0439 \u043f\u043e\u0434\u0445\u043e\u0434 \u043f\u0440\u0435\u0432\u0440\u0430\u0449\u0430\u0435\u0442 \u0440\u0430\u0437\u0440\u043e\u0437\u043d\u0435\u043d\u043d\u044b\u0435 \u0437\u0430\u043f\u0440\u043e\u0441\u044b \u0432 \u043f\u043e\u043b\u043d\u043e\u0446\u0435\u043d\u043d\u0443\u044e \u0441\u0438\u0441\u0442\u0435\u043c\u0443 \u043c\u043e\u043d\u0438\u0442\u043e\u0440\u0438\u043d\u0433\u0430, \u0433\u0434\u0435 \u0432\u044b \u0441\u0440\u0430\u0437\u0443 \u0437\u0430\u043c\u0435\u0442\u0438\u0442\u0435, \u0435\u0441\u043b\u0438:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0423\u0445\u0443\u0434\u0448\u0438\u043b\u0441\u044f retention<\/li>\n\n\n\n<li>\u0421\u043d\u0438\u0437\u0438\u043b\u0441\u044f LTV \u0432 \u043e\u0442\u0434\u0435\u043b\u044c\u043d\u044b\u0445 \u043a\u043e\u0433\u043e\u0440\u0442\u0430\u0445<\/li>\n\n\n\n<li>\u0418\u0437\u043c\u0435\u043d\u0438\u043b\u043e\u0441\u044c \u043a\u0430\u0447\u0435\u0441\u0442\u0432\u043e \u043a\u043b\u0438\u0435\u043d\u0442\u0441\u043a\u043e\u0439 \u0431\u0430\u0437\u044b<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u0412\u043e\u0442 \u0447\u0442\u043e \u0443 \u043d\u0430\u0441 \u043f\u043e\u043b\u0443\u0447\u0438\u043b\u043e\u0441\u044c \u0432 \u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0435:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u0413\u043e\u0442\u043e\u0432\u044b\u0439 SQL-\u043f\u0430\u0439\u043f\u043b\u0430\u0439\u043d \u0434\u043b\u044f \u043a\u043e\u0433\u043e\u0440\u0442\u043d\u043e\u0433\u043e \u0430\u043d\u0430\u043b\u0438\u0437\u0430<\/li>\n\n\n\n<li>\u0412\u0441\u0435 \u043a\u043b\u044e\u0447\u0435\u0432\u044b\u0435 \u043c\u0435\u0442\u0440\u0438\u043a\u0438: Retention, LTV \u0438 RFM-\u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u044f<\/li>\n\n\n\n<li>\u0412\u043e\u0437\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u044c \u0433\u043b\u0443\u0431\u043e\u043a\u043e\u0439 \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438 \u043f\u043e \u0440\u0430\u0437\u043d\u044b\u043c \u0433\u0440\u0443\u043f\u043f\u0430\u043c \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0435\u0439<\/li>\n\n\n\n<li>\u0420\u0435\u0448\u0435\u043d\u0438\u0435 \u0434\u043b\u044f \u043d\u0435\u043e\u0447\u0435\u0432\u0438\u0434\u043d\u044b\u0445 \u043a\u0435\u0439\u0441\u043e\u0432 \u0438 \u043f\u043e\u0434\u0432\u043e\u0434\u043d\u044b\u0445 \u043a\u0430\u043c\u043d\u0435\u0439<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u041a\u0443\u0434\u0430 \u0434\u0432\u0438\u0433\u0430\u0442\u044c\u0441\u044f \u0434\u0430\u043b\u044c\u0448\u0435?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u041f\u0440\u043e\u0434\u0443\u043a\u0442\u043e\u0432\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430: \u0430\u043d\u0430\u043b\u0438\u0437 \u0432\u043e\u0440\u043e\u043d\u043e\u043a \u0438 \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u0439<\/li>\n\n\n\n<li>\u041f\u0440\u043e\u0433\u043d\u043e\u0437\u043d\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430: 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