New Approach: Customer Segmentation using RFM Model and Demand Classification

Authors

DOI:

https://doi.org/10.26905/jtmi.v11i2.16208

Keywords:

Data Mining;, RFM;, Demand Classification;, K-Means;, Customer Segmentation;, Customer Lifetime Value;, AHP;

Abstract

This research introduces an integrated data mining framework that combines RFM (Recency, Frequency, Monetary) analysis with demand pattern classification—encompassing Smooth, Erratic, Intermittent, and Lumpy categories—to refine customer segmentation strategies. While RFM effectively captures transactional behavior, its scope remains insufficient as it overlooks demand variability and intermittency, which critically influence purchasing dynamics and inventory planning. By incorporating demand classification, this model addresses behavioral dimensions beyond conventional transactional metrics, thereby enhancing segmentation precision and strategic relevance. Customer clustering employs the K-Means algorithm, with cluster optimization validated through Elbow Method and Silhouette Index analyses, yielding five distinct segments: Ideal, Interest, Improve, Inconsistent, and Inactive. Subsequently, Customer Lifetime Value (CLV) is computed by weighting RFM and demand parameters via Analytic Hierarchy Process (AHP), with Consistency Index and Consistency Ratio assessments ensuring methodological rigor. Results are synthesized within an interactive dashboard, facilitating data-driven decision-making in retention strategies, inventory optimization, profitability enhancement, and sustainable business development.

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Published

17-12-2025

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Vol. 11 No. 2 (2025): Desember 2025

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