Customer Segmantation using credit card customer data

This project uses credit card Customer Data to identify different segments in the existing customers, based on their spending patterns as well as past interaction with the bank.

This project is part of my MIT IDSS Data science and Machine Learining coursework.

proposed technique

Unsupervised Learning

I will be using the Credit Card Customer Data for this case study.

Problem Statement:

AllLife Bank wants to focus on its credit card customer base in the next financial year. They have been advised by their marketing research team, that the penetration in the market can be improved. Based on this input, the Marketing team proposes to run personalized campaigns to target new customers as well as upsell to existing customers. Another insight from the market research was that the customers perceive the support services of the bank poorly. Based on this, the Operations team wants to upgrade the service delivery model, to ensure that customers queries are resolved faster. The Head of Marketing and Head of Delivery both decide to reach out to the Data Science team for help.

Objective:

Identify different segments in the existing customer based on their spending patterns as well as past interaction with the bank.

About the data:

Data is of various customers of a bank with their credit limit, the total number of credit cards the customer has, and different channels through which customer has contacted the bank for any queries, different channels include visiting the bank, online and through a call centre.