Customer Segmentation

Business Objective: Segment the customers into unique segments to enable targeted marketing activities

Research Objectives:

  1. Segment the customers into unique clusters
  2. Segmentation to be done for all customers of the client as well as within each product category.
  3. Provide distinct segments of customers along with their profile

Segmentation done for 1.31 million customers

Demographic and Transactional variables considered based on business relevance

Statistical Modelling: Agglomerative Hierarchical Clustering Methods & K-Means clustering used in tandem

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