End-to-end Kmeans Cluster analysis in R with a Customer Segmentation Project

Download here the Cluster Analysis script and the data for this project: https://data-heroes-2.ck.page/cluster_analysis To access my secret discount portal: https://linktr.ee/diogoalvesderesende Customer segmentation is one of the key components of any marketing plan. Arguably, a great segmentation addresses the following questions: 1) Who are the target customers? 2) How to serve them? 3) Where do we need to play? To be able to answer these 3 questions, the segmentation has to be (1) actionable, (2) differentiable, and (3) have an economic perspective in mind. In this Case Study, I segment customers based on demographic characteristics and personal characteristics, totaling 16 in the end. The technique of choice is Kmeans, one of the most simple clustering techniques. The output is 6 characteristics that are interpretable, actionable, and that takes an economic perspective mind. How? Be sure to watch the video and find out.