Customer Personality Analysis is a detailed analysis of a company’s ideal customers. It helps a business to better understand its customers and makes it easier for them to modify products according to the specific needs, behaviors and concerns of different types of customers.

Customer personality analysis helps a business to modify its product based on its target customers from different types of customer segments. For example, instead of spending money to market a new product to every customer in the company’s database, a company can analyze which customer segment is most likely to buy the product and then market the product only on that particular segment.

1. Customer segments after reducing the dimension of the data looks like this:

   

2. The segments are distributed fairly. From this diagram it is evident.

   

3. By plotting a scatter plot between Income and Spending power of the customers, we can see the customer segments and their properties that align with their income.

   

   Customer Segments and their purchasing behaviour depending on their Income

   • Cluster 0: High Income and High Spending
   • Cluster 1: Low Income and Low Spending
   • Cluster 2: High Income and Average Spending
   • Cluster 3: High Income and Low Spending

4. Customer segment distrubution for their spending power represented by boxplot is as follows.

   

   Insights

   • Cluster 0 and Cluster 2 have high spending power and they are our main source of customers.
   • Cluster 1 and cluster 3 seems to spend a lot less amount on purchasing our products but cluster 3 has many customers who spend a bit more than people from cluster 1.

5. Customer segments and their interaction with promotional contents.

   

   Insights

   • Promotions have not been much popular.
   • We can say that promotions are not particularly working and needs improvements.

6. Number of deals taken by customers from each customer segment.

   

   Insight

   • Cluster 2 and cluster 3 are specially active when it comes to purchasing deals. There are a lot of deals purchases from cluster 2 specially and next is cluster 3.
   • Although comparatively less, cluster 2 also has higher number of deals that are purchased.

1. Cluster 0:

   • Customers of this cluster are definitely no parents.

   • They have atmost 2 family members.

   • Some are living single and some are living with their spouse.

2. Cluster 1:

   • Most Customers of this cluster are parents and very few are not.
   • They have atmost 3 people in their family.
   • They are mostly young people atmost in their early 40s.
   • They don't have any teen at their home.

3. CLuster 2:

   • Most customers of this cluster are parents.
   • Their family size is atleast 2 and atmost 4.
   • Most of them have 1 children in their home.
   • They mostly have teens not kids.
   • They have been our customer for a longer duration.

4. Cluster 3:

   • Most customers of this cluster are not parents.
   • Their family size is atleast 2 and atmost 5.
   • They have atleast 1 children and atmost 3 children.
   • Most of the children are teens.
   • They have been our customer for shorter period of time.

This results are taken from the following figures.

Name: marketing_campaign.csv

Link: Here.

People

• ID: Customer's unique identifier
• Year_Birth: Customer's birth year
• Education: Customer's education level
• Marital_Status: Customer's marital status
• Income: Customer's yearly household income
• Kidhome: Number of children in customer's household
• Teenhome: Number of teenagers in customer's household
• Dt_Customer: Date of customer's enrollment with the company
• Recency: Number of days since customer's last purchase
• Complain: 1 if the customer complained in the last 2 years, 0 otherwise

Products

• MntWines: Amount spent on wine in last 2 years
• MntFruits: Amount spent on fruits in last 2 years
• MntMeatProducts: Amount spent on meat in last 2 years
• MntFishProducts: Amount spent on fish in last 2 years
• MntSweetProducts: Amount spent on sweets in last 2 years
• MntGoldProds: Amount spent on gold in last 2 years

Promotion

• NumDealsPurchases: Number of purchases made with a discount
• AcceptedCmp1: 1 if customer accepted the offer in the 1st campaign, 0 otherwise
• AcceptedCmp2: 1 if customer accepted the offer in the 2nd campaign, 0 otherwise
• AcceptedCmp3: 1 if customer accepted the offer in the 3rd campaign, 0 otherwise
• AcceptedCmp4: 1 if customer accepted the offer in the 4th campaign, 0 otherwise
• AcceptedCmp5: 1 if customer accepted the offer in the 5th campaign, 0 otherwise
• Response: 1 if customer accepted the offer in the last campaign, 0 otherwise

Place

• NumWebPurchases: Number of purchases made through the company’s website
• NumCatalogPurchases: Number of purchases made using a catalogue
• NumStorePurchases: Number of purchases made directly in stores
• NumWebVisitsMonth: Number of visits to company’s website in the last month

• Customer Segmentation: Clustering 🛍️🛒🛒 | Kaggle