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2021, Vol: 8, Issue: 8
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    Precision Marketing Strategies: Unleashing the Power of RFM and Machine Learning for Targeted Campaign Excellence (2019)
    Dr. B.V. Ramana
    JCR. 2019: 2987-2993

    Abstract

    Target marketing plays a major role for the growth of any business. This paper proposes a customer segmentation Model using k-Means Clustering and RFM analysis. Essentially It is based on customer-centric marketing strategy that is analyzing the customer demographics and purchase behavior. The k-means clustering algorithm Acquires more Accuracy compared to K-Medoids and DBSCAN method and thereby it improves customer retention and loyalty

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    Volume 6 Issue-6

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