Customer & Purchase Analytics using Segmentation, Targeting, Positioning, Marketing Mix, Price Elasticity
This project is about customer analytics in Fast-Moving-Consumer-Goods (FMCG) Industry. The project is consisted of Customer Analytics and Purchased Analytics. It is motivated by Customer Analytics Program in Udemy.
Customer Analytics: The first part of analysis focuses on how to perform customer segmentation. It involves the application of hierarchical and flat clustering techniques for dividing customers into groups. It also features applying the Principal Components Analysis (PCA) to reduce the dimensionality of the problem, as well as combining PCA and K-means for customer segmentation.
Purchase Analytics: The second part of analysis explores both the descriptive and predictive analysis of the purchase behaviour of customers, including models for purchase incidence, brand choice, and purchase quantity.