#Clustering #Customer Segmentation #Data Exploration #UMAP

A gentle Introduction to Customer Segmentation - Using K-Means Clustering to Understand Marketing Response

Market segmentation refers to the process of dividing a consumer market of existing and/or potential customers into groups (or segments) based on shared attributes, interests, and behaviours. For this mini-project I will use the popular K-Means clustering algorithm to segment customers based on their response to a series of marketing campaigns. The basic concept is that consumers who share common traits would respond to marketing communication in a similar way so that companies can reach out for each group in a relevant and effective way. ...

#Data Wrangling #Data Exploration

Market Basket Analysis - Part 1 of 3 - Data Preparation and Exploratory Data Analysis

My objective for this piece of work is to carry out a Market Basket Analysis as an end-to-end data science project. I have split the output into three parts, of which this is the FIRST, that I have organised as follows: In the first chapter, I will source, explore and format a complex dataset suitable for modelling with recommendation algorithms. For the second part, I will apply various machine learning algorithms for Product Recommendation and select the best performing model. ...