Social CRM using Web Mining for Indonesian ...

Social CRM using Web Mining for Indonesian Academic Institution Nyoman Karna, Iping Supriana, Nur Maulidevi Sekolah Teknik Elektro dan Informatika Institut Teknologi Bandung Bandung, Indonesia [email protected], [email protected], [email protected] Abstract—Indonesian academic institutions commonly use direct marketing strategy, such as visiting high schools to find potential candidate for students, however, only few institutions use social media as an alternative for marketing channel and as the source of information. Social CRM as a social media extension can gives benefits where direct marketing cannot, for example, marketing team can profile their potential candidate to provide a better proposal. To do this, social CRM must have a feature like web mining where a crawler engine gather information from social media for a specific customer, for example high school students and/or parents, and create better segmentation using clustering algorithm. This research proposes a model and implementation of web mining extension part for social CRM, especially for Indonesian academic institution. This model and web mining part can focus marketing strategy by segmenting potential candidates. Keywords—CRM; customer relationship; customer profile; web mining; knowledge-based system; semantic network; social media; Indonesian academic institution; marketing strategy

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