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strategic-targeting

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hamzabinadeel-ba / Data-Driven-Segmentation-for-Chestnut-Ridge

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A data-driven customer segmentation project using hierarchical (Ward.D2) and k-means clustering on retail survey data. The analysis applies z-score normalization, Euclidean distance and cluster validation (NbClust) to identify four distinct segments and translate insights into strategic targeting recommendations using the McKinsey GE Matrix.

r-language normalization customer-segmentation marketing-analytics cluster-validation strategic-targeting
  • Updated Dec 31, 2025

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