Marketing and Sales
Our client is one of Australia’s largest enterprises with head offices in each state. Vying for market share against more than one aggressive competitor, they engaged Polymathian to assist in identifying and converting potential customers.
Given a large group of customers across the country, our job was to categorise each potential customer into a defined market segments using customer specific information (e.g. household information, credit history, marital status, etc). Our client had identified a primary market segment that was most likely to result in sales conversion.
Following extensive exploratory data analysis and processing, supervised machine learning algorithms were applied to the data to achieve segmentation of the potential customers, resulting in: