CUSTOMER CLUSTERING BASED ON FACTORS OF CUSTOMER LIFETIME VALUE WITH DATA MINING TECHNIQUE

Organizations have used Customer Lifetime Value (CLV) as an appropriate pattern to classify their customers. Data mining techniques have enabled organizations to analyze their customers’ behaviors more quantitatively. This research has been carried out to cluster customers based on factors of CLV model including length, recency, frequency, and monetary (LRFM) through data mining. Based on LRFM, transaction data of 1865 customers in a software company has been analyzed through Crisp-DM method and the research roadmap. Four CLV factors have been developed based on feature selection algorithm. They also have been prepared for clustering using quintile method. To determine the optimum number of clusters, silhouette and SSE indexes have been evaluated. Additionally, k-means algorithm has been applied to cluster the customers. Then, CLV amounts have been evaluated and the clusters have been ranked. The results show that customers have been clustered in 4 groups namely high value loyal customers, uncertain lost customers, uncertain new customers, and high consumption cost customers. The first cluster customers with the highest number and the highest CLV are the most valuable customers and the fourth, third, and second cluster customers are in the second, third, and fourth positions respectively. The attributes of customers in each cluster have been analyzed and the marketing strategies have been proposed for each group.