CUSTOMER SEGMENTATION ANALYSIS BASED ON THE CUSTOMER LIFETIME VALUE METHOD
Downloads
Companies need to understand the customers’ data better in all aspects. Detecting similarities and differences among customers, predicting their behaviors, proposing better options and opportunities tocustomers became very important for customer-company engagement. Companies need a database of customer that contains customer information in detail, one of which is data about the potential value of each customer.Customer Lifetime Value (CLV) measures the potential value of each customer from the perspective of a service or product provider.This study aims to analyze Customer Lifetime Value (CLV) of the customer and clustering it into customer segmentation using the K-means cluster method.The results showed the highest average CLV value with is Rp 19,170,991,- and the lowest average value is -Rp 112,566,-. The customer clustering produced in this study isfour segmentswith the majority of customers at cluster 3 segment low with 51 unit population.
Asroni, Ronald Adrian. 2015. Penerapan Metode KMeans UntukClustering Mahasiswa Berdasarkan Nilai Akademik Dengan Weka Interface Studi Kasus Pada Jurusan Teknik Informatika UMM Magelang. Jurnal Ilmiah Semesta Teknika. Vol. 18 (1), 76-82.
Aviliani. 2012. Analisa Segmentasi Nasabah Tabungan Bank berdasarkan Customer Value Studi Pada PT. Bank BRI Tbk. Disertasi. Sekolah Pasca Sarjana Institut Pertanian Bogor.
Berger P. D.and N. I. Nasr. 1998. Customer Lifetime Value: Marketing Models and Applications. Journal of Interactive Marketing, Volume 12, 1, 17-30.
Berry, M. J. A. andLinoff, G. S., 2008. Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management. Second edition.
Buraera J, Kadir. Abd, Alam S. 2014. Customer Lifetime Value SegmenKonsumerdan Retail pada PT. Bank Negara Indonesia (Persero) Tbk. JurnalAnalisis ISSN, 3 (2).
Buttle. 2004.Customer Relationship Management. Malang:Bayu Media.
Cermak P. 2015. Customer Profitability Analysis and Customer Life Time Value Model:Portofolio Analysis. University of Economics, Prague.
Farris P. W., Bendle N. T., Pfeifer P. E., and Reibstein D. J. 2008. Marketing Metric. Jakarta:Akademia.
Gupta, Sunil, Lehmann, and Stuart. 2004. Valuing Customers. Journal of Marketing Research, 41 (1), 7-18. 414 JOURNAL OF APPLIED MANAGEMENT VOLUME 17 NUMBER 3 SEPTEMBER 20
He, X. and Li, C., 2016. The Research and Application of Customer Segmentation on Ecommerce Websites. doi:10.1109/ICDH.2016.47.
Kantardzic, Mehmed. 2011. Data Mining: Concepts, Models, Methods, and Algorithms.New Jersey:John Wiley & Sons, Inc., Hoboken.
Kim, E., and Lee, B. 2007. An Economic Analysis of Customer Selection and Leverage Strategies in A Market where Network Externalities Exist. Decision Support Systems. 44 (1) 124-134.
Kotler P. and Armstrong. 2008. Pri nsip-Prinsip Pemasaran, second edition12 (1), 225. Jakarta: Erlangga.
Kumar, V. and Rajan, B. 2009. Nurturing the Right Customer. Strategic Finance.
Monalisa, S. 2017. Klasterisasi Customer Lifetime Value Dengan Model Lrfm menggunakan Algoritma KMeans. Jurnal Teknologi Informasi dan Komputer, 5(2).
Onur, D., Ejder, A., and ZekiAtil, B. 2018. Customer Seg- mentation by Using RFM Model and Clustering Methods: A Case Study in Retail Industry. International Journal of Contemporary Economics and Administrative Sciences, 1-20.
Pfeifer, P.E., Hanskins, M.E., and Contoy, R. M. 2005.Customer Lifetime Value, Customer Profitability and the Treatment of Acquisition Spending. Journal of Managerial Issues, 17(1).
Rust, Roland T., Valarie A. Zeithaml, and Katherine N. Lemon. 2004. Return on Marketing: Using Customer Equity to Focus Marketing Strategy.Journal of Marketing, 68 (January), 23–53.
Selvi, K.R and Ravi, R. 2013. The Organizational Achieving Customer Lifetime Value through Customer Relationship Management. Asia Pacific Journal of Marketing and Management, 2(6).
Venkatesan, R. and Kumar, V. 2004. A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy. Journal Marketing, 68. 106-125.
