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Dataset: https://www.kaggle.com/datasets/carrie1/ecommerce-data

STEPS INVOLVED:

  1. Data Preprocessing
  2. RFM Calculation
  3. RFM Segmentation: Assign RFM scores to each customer based on quartiles, Combine the RFM scores to create a single RFM score for each customer.
  4. Customer Segmentation: Used K-Means to segment customers based on their RFM scores.
  5. Marketing Recommendations: Provided actionable marketing recommendations for each customer segment. How can the business tailor its marketing strategies for each group to improve customer retention and maximize revenue.
  6. Visualization: Created visualizations to illustrate the RFM distribution and the clusters formed.