Who Is Your Golden Goose? Learn With Cohort Analysis

Customer segmentation is the technique of diving customers into groups based on their purchase patterns to identify who are the most profitable groups. In segmenting customers, various criteria can also be used depending on the market such as geographic, demographic characteristics or behavior bases. This technique assumes that groups with different features require different approaches to marketing and wants to figure out the groups who can boost their profitability the most. Today, we are going to discuss how to do customer segmentation analysis with the online retail dataset from UCI ML repo. This analysis will be focused on two steps getting the RFM values and making clusters with K-means algorithms.