UNLOCKING THE FUTURE: HOW EDUCATIONAL DATA MINING IS SHAPING MARKET SEGMENTATION

Abstract

In an organization that wants to remain sustainable in its business, one of the important factors is to have good data management. Many of the organizations that have big data are "rich in information but poor in knowledge". Data processing that is complex and difficult to predict is a challenge in the field of data mining. A lot of data is available in the education system but there is a lack of effective analysis tools to find hidden relationships and trends in a data. The use of various techniques can be done to produce valuable information that can support a decision in an organization. The data calculation uses the Growth Ratio and Naïve Bayes Classifiers (NBC) data mining techniques. The method proposed in this study utilizes data obtained from the data of the national high school of the Ministry of Education and Culture. Based on the results of the analysis through the calculation of the growth ratio of grouping per region nationally with the projected percentage of absorption of high school graduates nationally of 1.2%, so that the projected absorption of high school graduates in 2024 is 7.2% and in 2025 of 8.4% and 9.6% in 2026, reflecting the increase in the projection of new students of the Universitas Terbuka that occurred in that period.