A Data-Driven Replication Strategy for IT Product Marketing in SMEs Using Apriori, PrefixSpan, and CloSpan Algorithms

Rendro Kasworo; Rizal Isnanto; Budi Warsito; Shafira Ramadhina Adifa

doi:10.24167/sisforma.v12i2.14294

A Data-Driven Replication Strategy for IT Product Marketing in SMEs Using Apriori, PrefixSpan, and CloSpan Algorithms

Rendro Kasworo, Rizal Isnanto, Budi Warsito, Shafira Ramadhina Adifa

Abstract

Small and Medium Enterprises (SMEs) are critical to Indonesia’s economy but face significant barriers in adopting digital technologies. Despite Telkom Indonesia’s broad SME customer base, IT product adoption remains low. This study proposes a replication marketing strategy based on historical transaction data to accelerate IT product penetration in the SME segment. Utilizing Sequential Pattern Mining (SPM), we apply and compare three algorithms Apriori, PrefixSpan, and CloSpan to identify frequent and sequential purchase patterns from over 58,000 existing SME customers. These patterns are used to develop a data-driven product recommendation system tailored by business class and industry. The system aims to replicate successful customer purchase sequences for more personalized and efficient marketing. Evaluation results show improved accuracy in predicting product interest and bundling potential, supporting consultative selling and reducing sales cycle time. This research contributes both methodologically by integrating multi-algorithm SPM into a real-time marketing application and practically by offering a scalable solution for targeted IT product expansion in dynamic SME markets.

Keywords

IT product; Replication Strategy; SME; Sequential Pattern Mining

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DOI: https://doi.org/10.24167/sisforma.v12i2.14294