Loyalty Program Clusterization -- CRISP01

Clustering is a big part of unsupervised learning and it consists in assigning labels to examples by leveraging an unlabeled dataset. But since there is no output predefined, how can one define what is a good cluster and what isn't? In this project, a UK-based online retail store has captured the sales data for different products for the period of one year (Nov 2016 to Dec 2017). The organization sells gifts primarily on the online platform and it needs to find the customers who make high purchases of their favorite products. So the company wants to roll out a loyalty program to the high-value customers after the identification of segments.