ABSTRACT
In 2019, Telkomsel Jabotabek Jabar has been listed as the operator with the highest number of subscribers compared to its competitors with a contribution of 35.9%. Telkomsel Jabotabek Jabar generated the largest revenue through internet usage with a contribution of 70.3%, followed by voice&SMS usage at 22.1%, and digital at 7.6%. Telkomsel Jabotabek Jabar has categorized customers based on the period of use (Length of Stay / LOS) and average usage for 3 months (Average Revenue Per User / ARPU) where customers with LOS > 6 months and ARPU > 100 thousand or a high-value customer, have contributed 63.5% of total revenue based on data in March 2020. This article was prepared for the examination of ways to increase revenue from high-value customers where segmentation activity was carried out based on customer behavior. Marketing tactics were determined using the generated segmentation based on the concept of the E-Marketing mix by utilizing the resources owned by Telkomsel Jabotabek Jabar. The target of this research was prepaid customers that were categorized as high-value based on their largest revenue contribution. The data collection method employed in this research was prepaid customer population data along with predetermined variables based on internal data (Big Data).A cluster using the K-Means Clustering method was formed. From the specified number of clusters, characteristics of customers have been obtained which became the basis to determine marketing strategies for each customer. Data analysis and processing were carried out using Hadoop and Python software. This research has resulted from 4 profiles of high-value prepaid customers, namely Legacy Active, Digital Active, Socially Active, and Traditional Active, based on 16 variables that became the main activities of customers. Various inputs from data experts based on survey results have become the basis to consider all marketing activities that could increase the ARPU of high-value customers. Marketing activities that refer to the concept of the marketing mix which was combined with scientific management theory have optimized the results even with limited resources. By referring to the results of this research, Telkomsel Jabotabek Jabar could easily determine marketing activities for high-value prepaid customers, and it was highly recommended that they could use data modeling activities for operational purposes to the smallest territorial level.
