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E-Commerce Customer Segmentation Based on RFM Analysis Using DBSCAN Algorithm to Improve Marketing Strategy

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This research demonstrates effective customer segmentation using RFM and DBSCAN, improving marketing strategies in e-commerce.

The study demonstrates effective customer segmentation by combining RFM and DBSCAN algorithms, enhancing marketing decisions.
Key evidence shows that using RFM analysis with DBSCAN led to clearer customer clusters and improved targeting.
The research utilizes data preprocessing methods like cleaning and normalization to prepare the dataset for analysis.
This approach highlights segmentation potential, which may lead to increased marketing efficiency and enhanced customer loyalty.

Irawan et al. (2025) studied this question.

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