Perancangan Dashboard Analitik Untuk Pemantauan Segmentasi Pelanggan Dengan K-Means Clustering
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Abstract
Pelanggan merupakan aspek penting yang menentukan keberlanjutan bisnis perusahaan. Dengan memahami perilaku dan nilai pelanggan, perusahaan dapat mengembangkan strategi pemasaran dan mempertahankan retensi pelanggan, serta menciptakan keunggulan dalam pasar. Penelitian ini bertujuan untuk melakukan analisis segmentasi pelanggan dan menyajikan hasil tersebut ke dalam bentuk dashboard. Analisis segmentasi pelanggan dilakukan menggunakan K-means clustering dengan fitur LRFM model dan nilai CLV. Berdasarkan hasil elbow method dan silhouette score, jumlah klaster optimal yang dipilih adalah k=6, sehingga terbentuk enam segmen pelanggan yang memiliki karakteristik unik. Hasil clustering kemudian digunakan untuk merancang dashboard yang berisi ringkasan karakteristik setiap segmen pelanggan, serta menyajikan informasi mengenai pola perilaku dan nilai CLV yang dihasilkan oleh pelanggan. Penelitian ini berhasil mengintegrasikan analisis clustering dalam segmentasi pelanggan serta merancang dashboard interaktif yang menyajikan informasi relevan sesuai dengan kebutuhan bisnis perusahaan XYZ, yaitu membantu tim marketing dalam memahami perilaku dan potensi nilai pelanggannya secara lebih dalam.
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