Active User Behavior &

Segmentation Analysis

www.reallygreatsite.com

Email

mely.horman@gmail.com

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Objective

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Identify actionable enterprise client segments to improve Retention, Personalization, Upsell, and Revenue Growth strategies

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Mely Horman - Team 3 Bellatrix

Business Background

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Business Context

OCA serves enterprise clients across WhatsApp, SMS, Email, and Voice Call.�

Business Problem

OCA needs a client segmentation framework to improve retention, expansion, personalization, and revenue growth initiatives.

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Client behavior analysis is required to identify:

• High-value accounts
• Growth-ready accounts
• Retention-risk accounts
• Channel expansion opportunities

This project is part of RevoU X Telkom Indonesia Virtual Internship Program

Analysis Objectives & Root Cause Assessment

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Key Question

Which clients should be protected, expanded, or activated to drive sustainable growth?

Client value is unevenly distributed across the portfolio, requiring a segmentation-driven strategy to improve retention, expansion, personalization, and revenue growth.

Analysis Objectives

• Identify high-value accounts requiring revenue protection
• Prioritize growth-ready accounts for expansion
• Detect underutilized clients requiring activation
• Define segment-specific engagement strategies

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Executive Summary

Key Findings

Business Impacts

Priority Actions

• 72.6% of revenue is concentrated in Titan accounts.
• Explorers (40% of clients) represent the largest retention opportunity.
• Challengers show the strongest expansion potential.

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Revenue risk is concentrated in a small client group (15% of clients).
• Guardians provide the strongest base for revenue expansion.
• Existing client growth is more scalable than new client acquisition.
• Untapped value remains in underutilized accounts and channels.

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• Protect Titans through executive account management.
• Scale Guardians through deeper platform adoption.
• Accelerate Challengers through upsell and cross-sell.
• Activate Explorers through use-case activation.

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This project is part of RevoU X Telkom Indonesia Virtual Internship Program

Dataset & Core Metrics

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Dataset Scope:

• 122,749 cross-channel transactions
• 4 communication channels : WhatsApp, SMS, Email, Call
• Transaction activity & delivery data
• Revenue and engagement metrics
• Analysis period: Jan–Mar 2025

Key Conclusion

These metrics collectively cover:

• Channel Diversity
• Usage Frequency
• Active User Behavior
• Most Active Day / Hour

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Analytical Framework

Business Goal

Core Metrics

Client Segmentation

Strategic Actions

(Transactions • Revenue • Engagement • Channel Usage)

(Rule-Based + KMeans Clustering)

Titans • Guardians • Challengers • Explorers

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✓ Protect Strategic Revenue (Titans)

✓ Expand Existing Accounts (Guardians & Challengers)

✓ Accelerate Client Activation (Explorers)

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Why Segmentation?

Segmentation helps distinguish:

• High-value clients
• Growth opportunity clients
• Stable operational clients
• Potential churn-risk clients

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Segmentation Approach

KMeans Clustering

Features:

• Avg Transactions
• Avg Revenue
• Avg Daily Transactions
• % Engagement Rate
• % Success Rate

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Rule-Based Segmentation Logic

Machine Learning Validation

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Cluster Validation

KMeans clustering validation produced an average silhouette score of 0.408

indicating reasonably separated behavioral clusters.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Client Segment Profiles

Titans

Guardians

• Highest revenue contribution
• Highest transaction volume
• Strategic enterprise accounts
• Critical to revenue sustainability

Recommended Treatment

• Quarterly executive review
• Dedicated account manager
• Priority support & SLA monitoring

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• Stable transaction volume
• Consistent engagement
• Reliable recurring revenue
• Operationally mature clients

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Recommended Treatment

• Expand use cases
• Add new channels
• Increase campaign volume

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Key Insights

• Titans: 15% of clients, 72.6% of revenue.
• Guardians: stable operating base.
• Challengers: strongest upsell signal.
• Explorers (40% of clients) require activation: largest group, lowest engagement.

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Explorers

• Low transaction volume
• Lowest engagement level
• Early-stage platform adoption
• Largest client population

Recommended Treatment

• Usage activation
• Client training
• Early engagement program

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Challengers

• High engagement rate
• Highest success rate
• Smaller transaction volume
• Strong growth potential

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Recommended Treatment

• Increase message volume
• Bundle additional products
• Prioritize for upsell

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Revenue Concentration

Key Finding

Business Impact

Action Required

• Titan accounts represent only 15% of clients but contribute 72.6% of total revenue.
• Revenue is concentrated in a small number of strategic accounts.
• Business performance is highly dependent on Titan retention.

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• Strong revenue base from a small client group.
• High exposure if a major Titan account reduces usage or churns.
• Revenue diversification remains limited.

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Protect Titan Revenue

• Assign dedicated account ownership.
• Conduct regular executive business reviews.
• Monitor usage and engagement trends proactively.

Diversify Revenue Sources

• Expand Guardian account value.
• Accelerate Challenger account growth.

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Expected Outcome

Revenue contribution is highly concentrated among a small group of Titan clients, creating both growth opportunities and concentration risk.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Improved revenue retention.
• Reduced concentration risk.
• More balanced revenue contribution across segments.

Churn Risk & Retention Exposure

Key Finding

Business Impact

Action Required

• Explorers represent 40% of the client base.
• They have the lowest usage and engagement levels.
• Retention exposure is concentrated within this segment.

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• Highest risk of inactivity and account disengagement.
• Potential revenue leakage from a large client population.
• Increased cost of replacing inactive clients with new acquisitions.

Increase Client Activity

• Create an Explorer monitoring list.
• Trigger follow-up actions for declining activity.
• Re-engage inactive accounts.

Improve Adoption

• Refresh onboarding sessions.
• Introduce additional business use cases.
• Increase platform utilization.

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Expected Outcome

Explorers represent the highest retention exposure due to their large client base, lower engagement, and limited usage depth.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Higher active client ratio.
• Improved client retention.
• More Explorer accounts progressing to Challenger status.

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High-Value Clients Show Distinct Communication Windows

Key Finding

Business Impact

Action Required

• Client activity follows industry-specific operating hours.
• Peak communication periods differ across industries.
• A one-size-fits-all campaign schedule limits communication effectiveness.

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• Campaign timing directly affects engagement performance.
• Sending messages outside peak activity windows reduces effectiveness.
• Industry-based scheduling can improve campaign ROI.

Optimize Communication Timing

• Schedule campaigns around peak activity periods.
• Define recommended sending windows by industry.
• Monitor campaign performance by time of day.

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Expected Outcome

Client activity patterns are influenced more by industry operating schedules than by segment membership alone.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Higher engagement rates.
• Better campaign performance.
• Improved client communication effectiveness.

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The issue is not mono-channel adoption, but WhatsApp-led usage concentration

Key Finding

Business Impact

Action Required

• All clients already use multiple channels.
• WhatsApp remains the preferred communication channel.
• Usage depth across SMS, Email, and Voice remains relatively low.

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• Revenue potential from other channels is not fully realized.
• Business dependency remains concentrated on WhatsApp.
• Existing clients may not be utilizing the platform's full capability.

Increase Channel Utilization

• Promote SMS and Email adoption for relevant use cases.
• Recommend the best channel mix for each industry.
• Expand cross-channel communication programs.

Expected Outcome

All clients use multiple channels, yet favorite-channel behavior remains concentrated in WhatsApp, creating opportunity to increasing depth of usage across non-WhatsApp channels.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Higher revenue per client.
• Better channel diversification.
• Stronger platform adoption.

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Growth Opportunity is Concentrated in Challenger Accounts

Key Finding

Business Impact

Action Required

• Challengers have the highest engagement rate.
• Challengers have the highest success rate.
• Current revenue contribution remains relatively small.

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• Challengers show strong readiness for expansion.
• Existing engagement reduces growth risk.
• Upsell potential is concentrated in Challenger accounts.

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Accelerate Challenger Growth

• Expand messaging volume across existing use cases.
• Introduce SMS, Email, and Voice into active accounts.
• Prioritize Challenger accounts in quarterly growth plans.

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Expected Outcome

Challengers demonstrate the strongest expansion potential through superior engagement despite relatively low transaction volume.

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Engagement Leader ≠ Volume Leader

Challengers have:

• highest engagement
• highest success rate
• low transaction volume

This indicates unused platform capacity.

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Higher wallet share.
• Faster revenue growth.
• More Challengers progressing to Guardian status.

Building Value Through Client Progression

Key Finding

Business Impact

Action Required

• The largest growth opportunity already exists within the current client portfolio.
• Each segment represents a different stage of client maturity.
• Moving clients to higher-value segments increases revenue potential.

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• Growth can be generated before acquiring new clients.
• Segment progression increases client value and retention.
• Existing clients offer a more scalable growth path.

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Explorer → Challenger

• Re-engage inactive clients.
• Increase business use case adoption.
• Improve onboarding effectiveness.

Challenger → Guardian

• Increase messaging volume.
• Expand channel utilization.
• Introduce additional products.

Guardian → Titan

• Expand workflow automation.
• Increase platform integration.
• Develop strategic account plans.

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Expected Outcome

The fastest path to sustainable growth is increasing client value through segment progression.

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Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

• Higher client lifetime value.
• Increased revenue per account.
• Sustainable portfolio growth.

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(Strategic Revenue)

Guardians

(Growth)

Challengers

Explorers

(Scale)

(Activation)

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Protect Revenue

Grow Existing Clients

Scale Client Value

Strategic Priorities & 90 Day Action Roadmap

• Review Titan accounts
• Establish SLA monitoring dashboard
• Create retention watchlist

• Upsell Challengers & Guardians accounts
• Launch cross-channel offers
• Increase messaging volume

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• Re-engage Explorers (Inactive) clients
• Launch new messaging use cases
• Monitor segment migration

Near-term value should come from protecting Titan revenue,

while Medium-term growth depends on Guardians, Challengers expansion and Explorers activation.

Appendix

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.

1.Cluster Segment Summary

2. Active Hours

3. Watch the Presentation Recording ===> Video

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www.reallygreatsite.com

Thank You

Linkedin

Email

mely.horman@gmail.com

Portfolio

Location

Jakarta, Indonesia

Disclaimer: The data presented in this project is a modified representation of the original dataset.

All figures and information have been adjusted for educational purposes only and do not represent the actual business performance or condition of Telkom Indonesia.