Customer Segmentation

The business problem and approach

Customer success and marketing teams needed a more useful way to group customers for engagement. This project combined purchasing patterns, demographics, and online behaviour to create customer segments for an e-commerce business.

An unsupervised model was built in Python and deployed in SQL on Hue so the segmentation could be used within the team's existing data environment. The work connected analytical groups to potential targeting, recommendation, and support decisions.

The deliverable was a segmentation capability that teams could use to plan differentiated engagement. Retention, adoption, and customer value need to be measured separately to establish the commercial impact of a campaign or service change.

Implementation highlights

Built an unsupervised segmentation model in Python to cluster customers by purchasing patterns, demographics, and online behavior., Deployed the model in SQL on Hue for seamless integration and stakeholder access.

Delivery and outcomes

Delivered a customer segmentation model and SQL deployment to support differentiated customer engagement within the existing data environment.

Technologies used

• Python
• SQL
• Hive
• Tableau

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