This case requires the development of customer segments to define marketing strategy

INSTRUCTIONS TO CANDIDATES

ANSWER ALL QUESTIONS

MSDA 681 – Advanced Predictive Analytics with Machine Learning Lab Assignment #2 – Cluster Analysis

 

Deliverables

1.      Word document containing a report of your work

2.      Model package (exported from SAS EM) showing me your work

In the following lab assignment, you will important data into SAS Enterprise Miner, explore the data, clean the data, and run a cluster analysis. The clusters of interest will focus on individual characteristics (we want to understand the customers). The data you will be examining is as follows:

Description

This case requires the development of customer segments to define marketing strategy. The sample dataset summarizes the usage behavior of about 9000 active credit card holders during the last 6 months. The file is at a customer level with 17 behavioral variables.

Following is the Data Dictionary for Credit Card dataset:

CUST_ID : Identification of Credit Card holder (Categorical)

BALANCE : Balance amount left in their account to make purchases

BALANCE_FREQUENCY : How frequently the Balance is updated, score between 0 and 1 (1 = frequently updated, 0 = not frequently updated)

PURCHASES : Amount of purchases made from account

ONEOFF_PURCHASES : Maximum purchase amount done in one-go

INSTALLMENTS_PURCHASES : Amount of purchase done in installment

CASH_ADVANCE : Cash in advance given by the user

PURCHASES_FREQUENCY : How frequently the Purchases are being made, score between 0 and 1 (1 = frequently purchased, 0 = not frequently purchased)

ONEOFFPURCHASESFREQUENCY : How frequently Purchases are happening in one-go (1 = frequently purchased, 0 = not frequently purchased)

PURCHASESINSTALLMENTSFREQUENCY : How frequently purchases in installments are being done (1 = frequently done, 0 = not frequently done)

CASHADVANCEFREQUENCY : How frequently the cash in advance being paid

CASHADVANCETRX : Number of Transactions made with "Cash in Advanced"

PURCHASES_TRX : Number of purchase transactions made

CREDIT_LIMIT : Limit of Credit Card for user

PAYMENTS : Amount of Payment done by user

MINIMUM_PAYMENTS : Minimum amount of payments made by user

PRCFULLPAYMENT : Percent of full payment paid by user

 

 

Attachments:

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