Business Objective: Segment the customers into unique segments to enable targeted marketing activities
- Segment the customers into unique clusters
- Segmentation to be done for all customers of the client as well as within each product category.
- 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