Merancang Data Mining untuk Mendukung Strategi Cross-Selling

Penulis

Kata Kunci:

Cross Selling, Up Selling, Data Mining, Market Baskdet Analysis, Call-Center

Abstrak

Up-Selling dan Cross-Selling adalah bagian dari strategi CRM (Customer Relationship Managemen). Up-Selling adalah cara untuk mendorong konsumen agar membeli produk yang lebih baik yang nilainya lebih tinggi dari yang sudah dibeli. Sedangkan Cross-Selling adalah metode untuk menawarkan produk pelengkap atau tambahan. Pada gerai yang besar dengan item produk yang bisa mencapai ribuan, adalah tidak mudah untuk dapat mengfidentifikasi produk-produk yang saling terkait secara otomatis dan cepat. Untuk dapat memberikan solusi masalah ini akan dilalukan studi pustaka pada beberapa jurnal mengenai CRM, Data Mining dan Call-Center. Pada strategi Cross-Selling, Data Mining dapat digunakan untuk mengidentifikasi suatu produk mempunyai kaitan dengan produk yang mana saja dengan manganalisa keranjang belanjaan pelangan pada sejarah transaksi, teknik ini biasa juga disebut sebagai MBA (Market Basket Analysis). Hasil dari Data Mining adalah rekomendasi produk/layanan yang mempunyai korelasi kuat dengan dengan beberapa produk lain yang biasannya dibeli Pelangan. Dengan menambahakan teknologi Call-Center dan CTI (Computer Telephony Integration) rekomendasi hasil dari Data Mining dapat ditindaklanjuti Agent Telemarketing untuk menawarkan produk/layanan secara langsung ke Pelanggan.

Referensi

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Jurnal Teknologi Sistem Informasi dan Aplikasi Vol. 6 No. 2 April 2023

Unduhan

Diterbitkan

2023-04-30

Cara Mengutip

Handijono, A., & Suhatman, Z. (2023). Merancang Data Mining untuk Mendukung Strategi Cross-Selling. Jurnal Teknologi Sistem Informasi Dan Aplikasi, 6(2), 72–80. Diambil dari https://openjournal.unpam.ac.id/index.php/JTSI/article/view/29245

Terbitan

Vol 6 No 2 (2023): Jurnal Teknologi Sistem Informasi dan Aplikasi

Bagian

Article

Lisensi

Hak Cipta (c) 2023 Ardijan Handijono, Zaldy Suhatman

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