Customer Profilling for Precision Marketing using RFM Method, K-MEANS algorithm and Decision Tree

Authors

  • Sularso Budilaksono Universitas Persada Indonesia YAI
  • Jupriyanto Jupriyanto STMIK Nusa Mandiri
  • M.Anno Suwarno Universitas Persada Indonesia YAI
  • I Gede Agus Suwartane Universitas Persada Indonesia YAI
  • Lukman Azhari Muhammadiyah Tangerang University
  • Achmad Fauzi Muhammadiyah Tangerang University
  • Mahpud Mahpud Muhammadiyah Tangerang University
  • Novita Mariana Stikubank University
  • Maya Syafriana Effendi Persada Indonesia YAI University

DOI:

10.33395/sinkron.v6i1.11225

Keywords:

Precision Marketing;, Customer Profiling, RFM (Recency, Frequency, Monetary), K-Means Algorithm, Decision Tree Algorithm, K Nearest Neighbor Algorithm.

Abstract

Precision marketing is the companys ability to offer products specifically made to customers. This decision can give the company the ability to attract customers to always buy continuously. This study presents a trend model for accurately predicting monthly supply quantities / The method used in the first stage is the RFM (Recency, Frequency, Monetary) method for selecting attributes to group customers into different groups. The output of the first stage is clustered using the K-Means Algorithm. The output of clustering is then classified using the Decision Tree and compared with the K Nearest Neighbor method. The dataset that is processed is sales data from Syifamart As-Syifa Boarding School in Subang with 351,158 rows of data. The clustering process produces 4 optimal clusters. The four clusters are then classified using the Decision Tree algorithm to determine the potential and non-potential characteristics of each customer.

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References

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How to Cite

Budilaksono, S., Jupriyanto, J., Suwarno, M., Suwartane, I. G. A. ., Azhari, L. ., Fauzi, A. ., Mahpud, M., Mariana, N. ., & Effendi, M. S. . (2021). Customer Profilling for Precision Marketing using RFM Method, K-MEANS algorithm and Decision Tree. Sinkron : Jurnal Dan Penelitian Teknik Informatika, 5(2B), 191-200. https://doi.org/10.33395/sinkron.v6i1.11225

Issue

Vol. 5 No. 2B (2021): Article Research October 2021

Section

Articles

License

Copyright (c) 2021 Sularso Budilaksono, Jupriyanto Jupriyanto, M.Anno Suwarno Suwarno, I Gede Agus Suwartane, Lukman Azhari, Achmad Fauzi, Mahpud Mahpud, Nocita Mariana, Maya Syafriana Effendi

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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