Mobile Customer Behaviour Predictive Analysis for Targeting Netflix Potential Customer
Suryadi Tanuwijaya, Andry Alamsyah, Maya Ariyanti
Informasi Umum
Kode
24.55.016
Klasifikasi
658.834 2 - Consumer behavior, Motivation research, Consumer psychology
Jenis
e - Article Journal
Subjek
Consumer Behavior
No. Rak
22
Dilihat
3 kali
Informasi Lainnya
Abstraksi
The development of Indonesia's ICT environment has made the mobile video-on-demand (VOD) platform one of the emerging lifestyles. With advanced smartphone technology, mobile phone subscribers able to enjoy high-resolution mobile VOD service with a greater user experience. The purpose of this study is to profile and predict potential customers of one of the VOD platforms, Netflix, for personalizing marketing targets. Using machine learning predictive analytic methodology, customer profile and behavior data are divided into 3 clusters using the K-Means model before tested with several supervised models for getting the best model for each cluster. Feature importance analysis is conducted to support marketing insight for product offering follows up to each targeted potential customer. Significant variables affecting Netflix buyers and non-buyers within 3 different clusters are defined clearly with the number of potential customers that can be targeted as Netflix's future subscribers. The result shows the method can be used by the mobile operator to target potential customers with effective promotional or product offering by personalized marketing approach based on the behavioral pattern and customer needs. It is expected by implementing this methodology, effectivity and accuracy of marketing effort will be increased compared to the conventional method
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Suryadi Tanuwijaya, Andry Alamsyah, Maya Ariyanti |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | ResearchGate |
| Kota | New York |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
