Putri, Ela Enjelya and Sari, Anggi Trisna (2026) Penerapan Data Analytics Untuk Evaluasi dan Optimalisasi Kampanye Pemasaran Pada Perusahaan DOKU. Project Report (Praktek Kerja Lapang dan Magang). UPN Veteran Jawa Timur. (Unpublished)
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Abstract
DOKU is one of the leading payment gateway companies in Indonesia that faces several challenges in increasing merchant transactions and understanding customer behavior within its business ecosystem. Promotional campaigns have become one of the primary strategies implemented to achieve these business objectives. However, the effectiveness of these promotional campaigns still requires more in-depth analysis to ensure optimal outcomes in increasing transaction volume and customer engagement. To address these challenges, the available transaction data were comprehensively analyzed using Tableau, a data visualization tool that enables easier interpretation of analytical results. The analysis focused on identifying the contribution of VIP customers, evaluating the impact of seasonal promotions, assessing the effectiveness of simple campaigns such as the IDR 10,000 cashback program, segmenting customers based on their transaction and spending patterns, and determining the merchant categories that contributed the most to overall transaction volume. Through this Internship program (Praktek Kerja Lapang/PKL), strategic recommendations were developed to enhance effectiveness of promotional campaigns by designing promotions that better align with customer preferences, targeting high-potential customer segments such as VIP customers, and optimizing campaign timing based on seasonal transaction patterns. These findings are expected to provide valuable insights for DOKU’s marketing team in optimizing future promotional strategies and supporting sustainable business growth.
| Item Type: | Monograph (Project Report (Praktek Kerja Lapang dan Magang)) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T58.6-58.62 Management Information Systems | ||||||||
| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||
| Depositing User: | Ela Enjelya | ||||||||
| Date Deposited: | 20 Jul 2026 04:25 | ||||||||
| Last Modified: | 20 Jul 2026 04:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55181 |
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