Customer Segmentation & Campaign Response Modeling

Overview: Performed customer segmentation and campaign response modeling on a consumer-goods retailer dataset using RFM Analysis, K-Means Clustering, and Binary Logistic Regression to identify which demographic and behavioral factors best predict whether a customer will respond to a marketing campaign.

Responsibilities: Exploratory data analysis, RFM scoring and segmentation, K-Means clustering, binary logistic regression modeling by cluster, interpretation and presentation of limitations, key insights, and strategic recommendations, and lead contributor to the presentation's design.

Technologies Used: R, Excel, Canva.