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Customer Segmentation using a Clustering Model
Objective
This analysis aims to identify distinct customer groups, enabling businesses to customise products based on unique traits, behaviours, and concerns. Segmenting customers aids tailored product offerings, optimising resources by directing marketing efforts towards receptive groups for increased efficiency and responsiveness.
Step 1: Data Cleaning and Preparation
Many techniques used for cleaning the data including checking for nulls and outliers (histogram charts and boxplots), cleaning up field names, changing format of field values and engineering features.