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This research implements RFM (Recency, Frequency, Monetary) analysis to perform customer segmentation and evaluate the effectiveness of marketing campaigns in a retail company. Using a Kaggle dataset, this study identifies customers based on purchasing behaviour and assesses marketing campaign responses for each segment. The analysis reveals that Loyal, VIP, and New Customer segments showed the highest responses, especially in Campaign 6. The findings emphasize the importance of targeting resources on effective segments and campaigns to optimize marketing strategies and maximize ROI. Personalized campaigns based on segmentation can enhance customer retention and align product offerings with customer needs.

Seeing the large interest and need of the Indonesian population for bread, there is a possibility for a larger bakery business. Therefore, it is not surprising that many people are interested in trying their luck by becoming bakery business owners. However, some people do not understand the feasibility level, so prospective business actors are still hesitant to open a bakery business. Therefore, the research focuses on analyzing the feasibility of a bakery business in Taman District, Sidoarjo Regency. In this research, 6 bakery business operators in the villages of Wage, Geluran and Bangah were used as informants. This type of research is descriptive research. Research data was obtained through informant interviews and analyzed using business financial feasibility in the form of R/C, B/C, and ROI. The research results showed that the average R/C value was 2.16, the average B/C value was 1.16 and the average ROI value was 41.03%. All the results show that the bakery business in Taman District, Sidoarjo Regency is feasible to run.

This tilapia pond business is a business carried out by residents who have empty land / ponds. Tilapia is quite fast in its development from seed to harvest within 4 months. This study aims to analyze several factors ranging from total costs, revenue, income and business feasibility of tilapia fish ponds in Prasung Village, Buduran District, Sidoarjo Regency. There are 3 analytical tools in business feasibility namely R/C ratio, B/C ratio and ROI. This study requires 6 informants of tilapia fish farming business actors. This type of research uses descriptive research. In the research results of 6 tilapia fish pond farmers there is an average total cost of Rp 44,430,833, for an average income of Rp 93,975,000 / occasional harvest, while the average income of Rp 49,544,167 / occasional harvest. Business feasibility analysis tool using R / C whose average of 2.12 means R / C> 1, B / C whose average of 1.12 means B / C> 1, ROI whose average of 86% means ROI> 0%. So the conclusion is that the tilapia pond business is feasible to run.

This research aims to analyze the feasibility level of a motorbike repair shop business in Wonocolo subdistrict, Surabaya city. This research data analysis uses the method of calculating fixed costs, variable costs, total costs, revenues, income and business feasibility. In this research, the analysis used is B/C, R/C and ROI. The results of the research show that the average total cost for 6 informants who own a motorbike repair shop is IDR38,971,456/month, the revenue obtained is an average of IDR100,575,500/month and the average income is IDR 61,604,043/month. Calculation of business feasibility using the b/c ratio obtained an average result of 1.60%, the average r/c ratio calculation was 2.60% and the average ROI calculation was 118.667%. The results of these calculations state that the motorbike repair shop business in Wonocolo subdistrict, Surabaya city is feasible to run and develop.