Customer Behavioural Segmentation System
A clustering-based system that reveals hidden customer segments from transactional and behavioural data, enabling targeted marketing strategies that replace guesswork with data-driven precision.
The Challenge
Businesses often treat their entire customer base as a single group, deploying generic campaigns that resonate with some segments while alienating others. The underlying data to differentiate these groups typically exists within transactional systems, but without systematic analysis it remains unexploited.
The real cost is invisible: wasted marketing spend on customers unlikely to convert, missed opportunities with high-value segments, and a lack of insight into what drives engagement across different customer types.
Approach
Results
The segmentation revealed customer groups that behave in fundamentally different ways. High-value loyal customers, at-risk churners, and price-sensitive browsers were separated with clear boundaries, enabling the business to allocate marketing resources with precision rather than intuition.