Driving Business Growth Through Customer Segmentation and Personalization
Despite creating six different campaigns, the company found that 84.9% of clients did not respond to the last marketing efforts. Therefore, the goal of the project was to help the client better understand its customers and create targeted marketing strategies that would result in increased sales. To achieve these results, we focused on creating a customer segmentation model using clustering techniques. Customer segmentation involves dividing a large group of customers into smaller groups based on similar characteristics, such as age, gender, interests, or purchasing behavior. By identifying these customer segments, businesses can create marketing campaigns that are tailored to the specific needs and preferences of each group, leading to higher engagement and sales.