Optimizing Advertising Campaigns in Online Travel Agencies: Leveraging the LRFM Method for Customer Segmentation and Promotional Effectiveness

The research focuses on exploring how promotional activities impactcustomer purchasing behavior in the online travel agency industry usingthe LRFM method (Latency, Frequency, Value for Money, and LifetimeValue). By developing a segmentation model based on these dimensions,the study aims to optimize personalized targeting in advertisingcampaigns. The methodology involved implementing promotions likediscounts, utilizing the LRFM method to categorize customers, and usingclustering techniques to refine customer groups for personalizedpromotions. Statistical methods, including K-Means clustering, were usedto analyze customer behaviors. The findings highlighted the complexrelationship between promotions and customer behavior, showing howthe LRFM model can significantly impact advertising campaignsegmentation outcomes. Clustering based on refined LRFM criteriaprovided insights into the differential impact of promotions acrosscustomer groups. Implications of the research include academiccontributions to understanding promotional strategies and LRFMdimensions in customer behavior and practical insights for optimizing۲advertising campaigns in online travel agencies. The segmentation modeland personalized promotions offer a foundation for future marketingstrategies and more effective advertising campaigns in the online travelindustry.

کلیدواژه ها:

Promotional activities ، LRFM method ، Online travel agencies