Abstract
Abstract In the current business environment, where the customer is the primary focus, effective communication between marketing and senior management is vital for success. Effective customer profiling is a cornerstone of strategic decision-making for digital start-ups seeking sustainable growth and customer satisfaction. This research investigates the clustering of customers based on recency, frequency, and monetary (RFM) analysis and employs validation metrics to derive optimal clusters. The K-means clustering algorithm, coupled with the Elbow method, Silhouette coefficient, and Gap Statistics method, facilitates the identification of distinct customer segments. The study unveils three primary clusters with unique characteristics: new customers (Cluster A), best customers (Cluster B), and intermittent customers (Cluster C). For platform-based Edutech start-ups, Cluster A underscores the importance of tailored learning content and support, Cluster B emphasizes personalized incentives, and Cluster C suggests re-engagement strategies. By understanding and addressing the diverse needs of these clusters, digital start-ups can forge enduring connections, optimize customer engagement, and fuel sustainable business growth.