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. ...