Marketing Intelligence in Determining New Student Admission Promotion Strategy with K-Means Clustering
Keywords:
Business Intelligence, Confusion Matrix, K-Means Clustering, Marketing Intelligence,, New Student Admission, Promotion StrategyAbstract
Nowadays, the need for information technology to support organizational success is highly significant. Information technology is now utilized in almost all services, including complex activities such as marketing and promotional efforts. Similar to other private universities, Jenderal Achmad Yani University Yogyakarta (Unjaya) remains dependent on student enrollment as a primary source of income, which is often unstable. This study aims to apply Marketing Intelligence by analyzing data from Unjaya’s new student admissions between 2014 and 2018 using the K-Means Clustering and Confusion Matrix methods. The findings indicate that these methods can assist New Student Admission (PMB) stakeholders in identifying student clusters. Based on these clusters, several strategic alternatives can be formulated to guide PMB stakeholders in determining effective promotional targets, thereby ensuring the achievement of planned enrollment goals.
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