Target Marketing Strategies Using Computer Based analysis in Profiling Potential School

Abstract

The purpose of this research is to obtain information about schools that have good prospects for becoming university marketing targets. So schools can work directly with universities that target them. University can directly target high-achieving students from schools that have good reputations too. This study used data mining clustering methods to analyze the data of prospective new students and the data of graduating students. Data input for the data mining process used segmentation that considers retention, frequency, and average grade point average (GPA), this was needed to determine school characteristics. The results of this study are school profiles to identify a list of potential schools that will be targeted by university marketing.