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

doi:10.61132/neptunus.v2i4.400

Authors

Andy Hermawan Universitas Indraprasta PGRI
Fachmi Aditama Institut Teknologi Nasional Bandung
Lintang Rizki Ramadhani Universitas Gadjah Mada
Nuur Muhammad Ilham Institut Teknologi PLN
Aji Saputra Universitas Khairun
Nila Rusiardi Jayanti Universitas Indraprasta PGRI

DOI:

https://doi.org/10.61132/neptunus.v2i4.400

Keywords:

RFM Analysis, Customer Segmentation, Marketing Campaign, Customer Retention, ROI

Abstract

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.

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