customer-segmentation- RFM

This project is a replicaiton of customer segmentation project by Luis Noguera (link: https://rpubs.com/lnoguera/Customer-Segmentation) It is a script applied on an Online retail data (available at: https://archive.ics.uci.edu/ml/datasets/online+retail#). The tests in the example serve to inform marketing strategy in determining relevancy of marketing spend, opportunities for product bundling (& alike) and messaging per segment. The method utilizied for determining the customer's value is RFM.