Exploring Customer Segmentation in E-Commerce using RFM Analysis with Clustering Techniques

The proliferation of big data and the growth of e-commerce have intensified the challenges associated with extracting actionable data for personalised recommendations and decision-making. With data-driven marketing strategies, understanding and predicting customer behaviour has become paramount for maintaining competitive advantage. This study leverages business analytics tools, focusing on Recency, Frequency, and Monetary (RFM) Analysis, alongside K-Means and Hierarchical (Agglomerative) Clustering algorithms, to segment customer transactional data. Data normalisation, a critical step for accurate clustering, was performed using log transformation and the Power Transformer technique with the Yeo-Johnson parameter, the latter proving more effective for handling both positively and negatively skewed data, enhancing data normalisation and suitability for analysis. This study reveals that RFM Analysis with Hierarchical Clustering outperforms K-Means Clustering, achieving a Silhouette Score of 0.47 and a Calinski–Harabasz Index of 3787.1, indicating a more accurate identification of customer segments. RFM Analysis alone generated eight clusters, while integrating RFM Analysis with both Hierarchical Clustering and K-Means generated three similar-sized clusters with interchanged labels. These metrics highlight the proficiency of Hierarchical Clustering in identifying unique customer segments and customising marketing strategies. The findings indicate that the RFM-Hierarchical Clustering approach enhances segmentation precision and facilitates more refined and effective marketing strategies.