Customer Segmentation creates information that supports decision-making by matching the right customers with the right services and products. It also makes it possible to take the right actions to address customers' concerns.
In this study, K-means and Agglomerative clustering were performed using the market campaign dataset. Also, tutorial short description cells have been added.
- Pandas
- Numpy
- Matplotlib
- Seaborn
- Scikit Learn
- Plotly
- Scipy
- marketing_campaign.csv including data taken from kaggle
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ID - unique number
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Year_Birth - birthyear
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Education - customer’s level of education
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Marital - customer’s marital status
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Income - customer’s yearly household income
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Kidhome - number of small children in customer’s household
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Teenhome - number of teenagers in customer’s household
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DtCustomer - date of customer’s enrolment with the company
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Recency - number of days since the last purchase
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MntFishProducts - amount spent on fish products in the last 2 years
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MntMeatProducts - amount spent on meat products in the last 2 years
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MntFruits - amount spent on fruits products in the last 2 years
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MntSweetProducts - amount spent on sweet products in the last 2 years
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MntWines - amount spent on wine products in the last 2 years
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MntGoldProds - amount spent on gold products in the last 2 years
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NumDealsPurchases - number of purchases made with discount
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NumCatalogPurchases - number of purchases made using catalogue
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NumStorePurchases - number of purchases made directly in stores
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NumWebPurchases - number of purchases made through company’s web site
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NumWebVisitsMonth - number of visits to company’s web site in the last month
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AcceptedCmp1 - 1 if customer accepted the offer in the 1st campaign, 0 otherwise
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AcceptedCmp2 - 1 if customer accepted the offer in the 2nd campaign, 0 otherwise
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AcceptedCmp3 - 1 if customer accepted the offer in the 3rd campaign, 0 otherwise
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AcceptedCmp4 - 1 if customer accepted the offer in the 4th campaign, 0 otherwise
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AcceptedCmp5 - 1 if customer accepted the offer in the 5th campaign, 0 otherwise
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Complain - 1 if customer complained in the last 2 years
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Response (target) - 1 if customer accepted the offer in the last campaign, 0 otherwise