Laksono, Fakhruddin Agung (2024) Segmentasi Pelanggan Berdasarkan Konsep Customer Lifetime Value Dan Pemodelan Recency, Frequency Dan Monetary Studi Kasus Pada Bisnis B2B. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The company has limited resources to use in implementing marketing strategies for its customers. The first step to be able to develop an effective and efficient marketing strategy is to drive customers into several large groups based on the similarities. The company needs to allocate is limited resources proportionally to groups of customers based on the value and benefits that those customers can contribute to the company. One of the bases for customer grouping is based on the concept of Customer Lifetime Value (CLV) with Recency, Frequency, and Monetary (RFM) modeling. CLV ratings show much value and benefits customers can bring to a company. This study conducted a cluster analysis with the K-means algorithm om 351 customers based on their RFM value. The number of clusters is most effectively obtained through the elbow method. Cluster analysis produces 4 customer cluster that have different characteristic and are ranked based on their CLV values. Cluster names and marketing strategy recommendation for each cluster are arranged based on their characteristic and CLV rating. The four cluster formed are the Non-Valuable Customers cluster, VIP Customer cluster, Valuable Customers cluster, and Potentially Valuable Customers cluster.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 06:46 |
| Last Modified: | 08 Aug 2024 06:46 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12747 |
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