Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia

Promotion to the right target market helps higher education institutions (HEIs) increase student recruitment success and save costs. High schools are HEI student feeders. Thus, promoting to the schools is critical. However, due to many feeder schools and their vast distribution, particularly in Indo...

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Bibliographic Details
Main Author:	Ernawati
Format:	Thesis
Language:	English English
Published:	2023
Subjects:	Q Science (General) QA Mathematics
Online Access:	http://eprints.utem.edu.my/id/eprint/28292/1/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf http://eprints.utem.edu.my/id/eprint/28292/2/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf
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spelling	my-utem-ep.282922024-12-16T08:21:39Z Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia 2023 Ernawati Q Science (General) QA Mathematics Promotion to the right target market helps higher education institutions (HEIs) increase student recruitment success and save costs. High schools are HEI student feeders. Thus, promoting to the schools is critical. However, due to many feeder schools and their vast distribution, particularly in Indonesia, HEI management should choose high-value feeder schools as a target market. The most common method to identify the target market is the Recency-Frequency-Monetary (RFM) model combined with data mining techniques. The original RFM model measures customer value by business profitability and focuses more on getting customers with high financial gains. However, educational institutions have different profit values. Therefore, this study adapts RFM model to the HEI marketing context to quantify feeder schools' value as a target market. Besides, geographical information is vital in marketing because knowing customers' geographical distribution enables businesses to devise more effective marketing strategies, resulting in more targeted marketing strategies. Therefore, this study includes geographic information. Besides, only a small amount of research, especially in the education field, has combined RFM model with geographic information and analyzed it spatially. Therefore, this study proposes a framework for determining feeder schools as a geomarketing target market using a modified RFM model combined with geographic information. This study modified RFM model into the Recency-Length-Frequency-CGPA-Persistence (RLFCP) model and combined it with the geographic information about the potential of districts (D) derived using spatial analysis and K-means clustering to obtain RLFCP-D model. Based on a case study at an Indonesian private university, this study chose two clusters with the highest values as the target segment. The target segment has three different enrollment patterns based on time series clustering. The decision tree model was used for profiling. The model's accuracy was 93.19% and 82.65%, respectively, based on validation and testing. This study recommends 141 feeder schools for prioritized target markets. These schools are 6.35% of the university feeder schools, contributing 54.95% of enrolled students. They are in 25 cities and 13 regencies from 19 provinces. The university should prioritize promotion to private schools while also targeting public schools in specific districts. This study contributes a data analytics framework that can help decision-makers choose feeder schools as the target market while paying attention to the location for developing a geomarketing strategy. 2023 Thesis http://eprints.utem.edu.my/id/eprint/28292/ http://eprints.utem.edu.my/id/eprint/28292/1/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf text en public http://eprints.utem.edu.my/id/eprint/28292/2/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf text en validuser https://plh.utem.edu.my/cgi-bin/koha/opac-detail.pl?biblionumber=124029 phd doctoral Universiti Teknikal Malaysia Melaka Faculty of Information and Communication Technology Kamal Baharin, Safiza Suhana
institution	Universiti Teknikal Malaysia Melaka
collection	UTeM Repository
language	English English
advisor	Kamal Baharin, Safiza Suhana
topic	Q Science (General) QA Mathematics
spellingShingle	Q Science (General) QA Mathematics Ernawati Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
description	Promotion to the right target market helps higher education institutions (HEIs) increase student recruitment success and save costs. High schools are HEI student feeders. Thus, promoting to the schools is critical. However, due to many feeder schools and their vast distribution, particularly in Indonesia, HEI management should choose high-value feeder schools as a target market. The most common method to identify the target market is the Recency-Frequency-Monetary (RFM) model combined with data mining techniques. The original RFM model measures customer value by business profitability and focuses more on getting customers with high financial gains. However, educational institutions have different profit values. Therefore, this study adapts RFM model to the HEI marketing context to quantify feeder schools' value as a target market. Besides, geographical information is vital in marketing because knowing customers' geographical distribution enables businesses to devise more effective marketing strategies, resulting in more targeted marketing strategies. Therefore, this study includes geographic information. Besides, only a small amount of research, especially in the education field, has combined RFM model with geographic information and analyzed it spatially. Therefore, this study proposes a framework for determining feeder schools as a geomarketing target market using a modified RFM model combined with geographic information. This study modified RFM model into the Recency-Length-Frequency-CGPA-Persistence (RLFCP) model and combined it with the geographic information about the potential of districts (D) derived using spatial analysis and K-means clustering to obtain RLFCP-D model. Based on a case study at an Indonesian private university, this study chose two clusters with the highest values as the target segment. The target segment has three different enrollment patterns based on time series clustering. The decision tree model was used for profiling. The model's accuracy was 93.19% and 82.65%, respectively, based on validation and testing. This study recommends 141 feeder schools for prioritized target markets. These schools are 6.35% of the university feeder schools, contributing 54.95% of enrolled students. They are in 25 cities and 13 regencies from 19 provinces. The university should prioritize promotion to private schools while also targeting public schools in specific districts. This study contributes a data analytics framework that can help decision-makers choose feeder schools as the target market while paying attention to the location for developing a geomarketing strategy.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Ernawati
author_facet	Ernawati
author_sort	Ernawati
title	Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
title_short	Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
title_full	Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
title_fullStr	Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
title_full_unstemmed	Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia
title_sort	modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in indonesia
granting_institution	Universiti Teknikal Malaysia Melaka
granting_department	Faculty of Information and Communication Technology
publishDate	2023
url	http://eprints.utem.edu.my/id/eprint/28292/1/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf http://eprints.utem.edu.my/id/eprint/28292/2/Modified%20recency-frequency-monetary%20model%20for%20determining%20feeder%20schools%20as%20geomarketing%20promotional%20target%20in%20Indonesia.pdf
_version_	1818612066870624256

Modified recency-frequency-monetary model for determining feeder schools as geomarketing promotional target in Indonesia

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