Segmenting Credit Card Customers with Machine Learning

Segmentation in marketing is a technique used to divide customers or other entities into groups based on attributes such as behaviour or demographics. It is useful to identify segments of customers who may respond in a similar way to specific marketing techniques such as email subject lines or display advertisements. As it gives businesses the ability to tailor marketing messages and timing to generate better response rates and provide improved consumer experiences. In the following post, I will be using a dataset containing a number of behavioural attributes for credit card customers. The dataset can be downloaded from the Kaggle website.