I have been working in Advertising, specifically Digital Media and Performance, for nearly 3 years and customer behaviour analysis is one of the core concentrations in my day-to-day job. With the help of different analytics platforms (e.g. Google Analytics, Adobe Analytics), my life has been made easier than before since these platforms come with the built-in function of segmentation that analyses user behaviours across dimensions and metrics.
However, despite the convenience provided, I was hoping to leverage Machine Learning to do customer segmentation that can be scalable and applicable to other optimizations in Data Science (e.g. A/B Testing)
The dataset used in this project is shared publicly via Kaggle.
- pandas
- numpy
- matplotlib
- seaborn
- sklearn
- scipy
- Explanatory Data Analysis (EDA)
- K-Means Clustering
- A/B Testing through Hypothesis Testing