Analisis Segmentasi Pelanggan Berbasis RFM dan Evaluasi Efektivitas Kampanye Pemasaran untuk Meningkatkan Retensi

Andy Hermawan
Fachmi Aditama
Lintang Rizki Ramadhani
Nuur Muhammad Ilham
Aji Saputra
Nila Rusiardi Jayanti

Neptunus: Jurnal Ilmu Komputer dan Teknologi Informasi
Vol. 2 No. 4 (2024): November : Jurnal Ilmu Komputer Dan Teknologi Informasi

This research implements RFM (Recency, Frequency, Monetary) analysis to perform customer segmentation and evaluate the effectiveness of marketing campaigns in a retail company. Using a Kaggle dataset, this study identifies customers based on purchasing behaviour and assesses marketing campaign responses for each segment. The analysis reveals that Loyal, VIP, and New Customer segments showed the highest responses, especially in Campaign 6. The findings emphasize the importance of targeting resources on effective segments and campaigns to optimize marketing strategies and maximize ROI. Personalized campaigns based on segmentation can enhance customer retention and align product offerings with customer needs.