British multinational tobacco company headquartered in London
Problem Statement
With access to customer demographics, user experience, product composition and user response to survey variables, the client R&D needed insight into how to collaborate the different pieces and create value out of it
Solution Approach
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Data Input
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Data Preprocessing
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Model Dataset
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Archetype Segmentation
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Identify clusters within data
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Bayesian Belief Networks
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Identify variable change implication
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Text mining using cosine-similarity
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Identify key factors in user experience
Business Impact
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Insights on customers segments and variable change implications for e-cigarette domain
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Short, medium and long term strategies provide the roadmap to develop IT assets
Critical Success Factors
- Extracted segments based on customer buying habits
- Variable dependency graphs and their implication on sales
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