Customer Persona Engine Using Unsupervised Learning

Abdul November 4, 2020

Large retailer of professional beauty supplies in the world

Problem Statement

• Generate insights about the customers
• Increase growth & retention – A significant number of customers churn every month
• Better targeted marketing strategy to change customer behavior

Solution Approach

• Unsupervised ML models to identify segments

• Supervised ML models developed to predict response likelihood

Business Impact

• High valued churner identified and retained through appropriate strategy

• Cross sell & up sell opportunity at SKU level

• Increase in campaign ROI and take up rate

Critical Success Factor

• Associate mining (Apriori) to figure out product association of customer segments