E-Ticarette Kampanya Performansının Yatırım Getirisi, Müşteri Segmentasyonu ve Zamanlama Açısından Analizi: Türkiye’de Bir Uygulama

Öz

Bu çalışma, bir giyim e-ticaret perakendecisine ait 6.013 sipariş verisi üzerinden kampanya performansını betimsel ve karşılaştırmalı bir çerçevede promosyon getirisi (ROI), müşteri segmentasyonu ve zamanlama boyutlarıyla incelemektedir. Kampanya kodu kullanım oranı %19,8 olarak tespit edilmiş; kampanyalı siparişlerde ortalama sipariş tutarı (2.401 TRY), kampanyasız siparişlere kıyasla (2.772 TRY) istatistiksel olarak anlamlı biçimde düşük bulunmuştur. Kampanya türleri ROI açısından istatistiksel olarak anlamlı farklılık göstermezken, en yüksek promosyon verimliliği %806 ROI ile İNDİRİM10 kampanyasında gözlemlenmiştir. Müşteri segmentleri arasında sipariş tutarları anlamlı düzeyde farklılaşmış; VIP segment özel indirim kampanyalarını tercih ederken düşük değerli segment sabit tutar indirimlerine yönelmiştir. Özel gün kampanyalarında performansın yalnızca indirim oranına değil, uygulama süresine ve günlük sipariş dağılımına da bağlı olduğu belirlenmiştir. Bulgular, kampanya yönetiminin kullanım oranı yerine promosyon verimliliği ve müşteri heterojenliğini birlikte ele alan çok boyutlu bir yaklaşımla değerlendirilmesi gerektiğine işaret etmektedir. Çalışma, gerçek işlem verilerine dayalı bu bulgularıyla e-ticaret işletmelerinde veri temelli kampanya yönetimine yönelik uygulamaya dönük bir çerçeve sunmakta ve kampanya performansının çok boyutlu değerlendirilmesine ilişkin literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• E-ticaret
• Kampanya analizi
• ROI
• Müşteri Segmentasyonu
• İndirim stratejileri

Analysis of E-Commerce Campaign Performance in Terms of Return on Investment, Customer Segmentation, and Timing: Evidence from Türkiye

Öz

Based on a dataset of 6,013 orders from an e-commerce apparel retailer, this study examines campaign performance within a descriptive and comparative framework, focusing on return on investment (ROI), customer segmentation, and campaign timing. The campaign code usage rate was found to be 19.8%; the average order value was significantly lower in campaign-supported orders (TRY 2,401) compared to non-campaign orders (TRY 2,772). Although campaign types showed no statistically significant differences in terms of ROI, the highest promotional efficiency was observed in the "İNDİRİM10" campaign with an 806% ROI. Order values differed significantly across customer segments; while the VIP segment preferred special discount campaigns, the low-value segment favored fixed-amount discounts. In special day campaigns, performance was determined to depend not only on the discount rate but also on the campaign duration and daily order distribution. The findings indicate that campaign management should be evaluated through a multidimensional approach that incorporates promotional efficiency and customer heterogeneity, rather than relying solely on usage rates. Based on empirical findings from real transaction data, this study provides a practical framework for data-driven campaign management in e-commerce and contributes to the literature on the multidimensional evaluation of promotional effectiveness.

Anahtar Kelimeler

• E-commerce
• Campaign analysis
• ROI
• Customer segmentation
• Discount strategies

Kaynakça

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