Customer Segmentation Using Unsupervised Learning

Program: Applied Artificial Intelligence and Data Science Institutional Context: Great Learning x MIT Project Type: Capstone / Portfolio Project Domain: Marketing Analytics, Customer Segmentation, Unsupervised Machine Learning ------ This project applies unsupervised machine learning to a marketing campaign customer dataset to identify meaningful customer segments. The main objective is to group customers based on similarities in demographic profile, household structure, spending behavior, purchase channels, and campaign responsiveness. Customer segmentation is important because different customer groups may have different needs, purchasing habits, channel preferences, and responses to marketing campaigns. Instead of applying the same marketing strategy to all customers, segmentation allows a business to design more targeted and efficient strategies for different customer groups. The project uses dimensionality reduction and clustering techniques to understand the customer base and recommend practical marketing actions for each segment. ------ Github Repo: https://github.com/noahnguyen296/stat...