Solve customer segmentation with machine learning

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This article was published as part of the Data Science Blogathon

Customer segmentation is generally based on huge data sets and, especially, requires that they be properly designed. Because of this, in today's tutorial, we will learn about customer segmentation in the marketing domain and how to tackle this problem with the help of machine learning..


  • Customer segmentation and their types
  • Effect of customer segmentation in the field of marketing
  • Key points to remember for customer segmentation in the marketing domain
  • Steps to perform customer segmentation with machine learning algorithms.
  • Conclution

Customer segmentation and their types

Customer segmentation is the method of distributing a customer base in groups of people based on mutual characteristics so that organizations can market group efficiently and competently individually.

The purpose of segmenting customers is to determine how correlation to customers in multiple segments to maximize customer benefits. Perfectly performed customer segmentation enables marketers to interact with each customer in the most efficient way.

In marketing, a corporation segment buyers or buyers according to the Associated segmentation standards and a wide range of causes such as:

Demographic segmentation that includes:

  • gender
  • age
  • occupation
  • marital status
  • entry

Geographic segmentation that includes:

  • country
  • condition
  • city ​​of residence
  • Specific cities or counties

Technographic segmentation that includes:

  • technologies
  • software
  • mobile devices

Psychographic segmentation that includes:

  • personal attitudes
  • values
  • interests
  • Personality traits

Behavioral segmentation that includes:

  • actions or inactions
  • spending habits / consumption
  • use of functions
  • session frequency
  • Browsing history
  • average order value

Effect of customer segmentation in the field of marketing


Segmenting users, marketers can get the most of their operating budgets by targeting the right audiences. You can chat directly with customers who are sure to transform without spending money on impressions or users who are unwilling to buy the next product..

And you can decorate marketing messages & do them attractive to keep prospects down the pipeline more productively. That work can be associated with both intelligence and commodity development..

Definitely, Segmentation promotes a corporation in the following ways:

  • Design and deliver targeted marketing advice that will resonate with individual client associations, but not in others (that will accept notifications according to their requirements and importance, preferably).
  • Decide on the most reliable communication course for the segment, from email, social media posts, radio advertising or a different procedure, depending on the function.
  • Distinguish methods for promoting products or new merchandise or support opportunities.
  • Build relationships with more trusted consumers to improve customer support.
  • Price pick analysis to focus on the most influential customers.

Key points to remember for customer segmentation in the marketing domain


Most companies, when they start with customer segmentation, lack a clear vision and goal. You can test downstream measures to get customer service segments globally.

  1. Browse current customers: Know the geographical distribution, The preferences / buyer beliefs, analyze website search page analytics, etc.
  2. Acquire knowledge of each consumer: Plot an interactive graph to each customer to a variety of decisions to explain and predict their response, as commodities, the attendance and the content in which they will participate.
  3. Explain the possibilities of the segment: Once the sections have been established, must implement a proper business understanding of each segment and its difficulties and possibilities. You can map the marketing policy of the entire company to serve diverse consumer niches.
  4. Research the segment: After comparing the description and the importance of marketing of different customer segments, a company must figure out how to transform its products or assistance into more valid help. For instance, may determine the implementation of higher cutbacks for some buyers than others to develop their existing consumer base.

Steps to perform customer segmentation with machine learning algorithms

Machine learning, a kind of artificial intelligence, can investigate similar customer data sets and interpret customer segments with the most beneficial and most inadequate performance.

Subsequent actions are one of many strategies to address customer segmentation on machine learning. You can use your tools, favorite partners and skills to handle these methods comfortably.

Paso 1: Design a suitable business case before you begin


In case investigation, we need to visualize consumer habits and styles from different perspectives. You do not need to use this method recklessly. On the contrary, the result will be dirty and messy.

Alternatively, need a good business case to start. The perspective of applying machine learning and artificial intelligence can be thought with:

  • Can consumer support be organized into groups to generate personalized connections within them??
  • “Is it valuable to determine the most important customer meetings within the entire consumer group? “

To fully appreciate customer spending and regulation, you can practice keeping in mind the last points:

  • Quantity of products ordered
  • ordinary rate of return
  • Accumulated expense

Once you have prepared the business case, continue to next step.

Paso 2: collect and prepare data


The next step is to assemble the data to to find out most different patterns and biases within data sets.

You will also need to configure complex features depending on the most relevant metrics for your organization. Can involve:

  • Half life value
  • Consumer purchase cost
  • Consumer pleasure
  • Maintenance fee
  • Net earnings

Will need to scale, preprocess and fill in missing values ​​using open source tools available in Python, like pandas, NumPy, etc. This step needs to be corrected because they are added to the display step later.

The more additional customer data you have, more precise will make the decision in customer segmentation with machine learning.

That brings us to the next step.

Paso 3: Performing segmentation using k-means clustering


Grouping of K-stockings is a famous method of unsupervised machine learning. This method obtains all the various “bunchesAnd he beats them collectively while keeping them as small as possible..

Algorithms work this way:

  • First, we randomly initialize the value of k as the number of clusters or n-centroids.
  • Then, we assign each data point to the closest centroid forming separate groups while relocating the center in the middle of the entire group using the Euclidean distance.
  • While working with the steps above, the algorithm checks and tries to reduce the sum of the squared distances between the grouped point and the middle for all groups.
  • When all data points are joined, end the replay.

Paso 4: Setting the optimal hyperparameters for the model


Determine the most beneficial kit of hyperparametric because an algorithm is the back measure in customer segments with ML because it helps us achieve the most genuine and satisfying customer crowds.

When choosing the k value, We will select on the principles of optimization of the K-means, inertia, practicing the elbow method.

With the elbow method we will decide the k value wherever the inertia drop is sustained.

Paso 5: display of results


Finally, we visualize decisions applying open source Plotly-Python, a python plotting library to do iGraphics, interactive diagrams and diagrams. So we understand the charts and various graphs to develop our company.

Having genuine consumer profiles at your fingertips will help improve targeting of marketing operations, innovation launches and merchandise roadmap.

It will provide your organization with exceptionally clearer thoughts on which customers have the retention rate, the most effective additional metrics and contracts you initially planned.


Customer segmentation is essential. Machine learning can control the whole process. Discovering all the different groups that build a more meaningful customer base allows you to get into customers' brains and give them precisely what they crave., improving your participation and expanding your earnings.

The source of all images used is wikipedia.

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About the Author

Mrinal Walia is a professional Python developer with a computer background specializing in machine learning, artificial intelligence and computer vision. Besides this, Mrinal is an interactive blogger, author and geek with more than four years of experience in his work. With experience working in most areas of computer science, Mrinal is currently working as a test and automation engineer at Versa Networks, India. My goal is to achieve my creative goals step by step and I believe in doing everything with a smile.

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