CUSTOMER-ANALYTICS-FOR-PURCHASING-BEHAVIOUR-PREDECTION

Customer-Analytics-and-Behaviour-Prediction Customer relationship management is one the most significant managerial tasks in organizations. Many companies may usually adopt a strategy that is known as target marketing. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. The current challenge is the effective utilisation of the data in CRM processes and selection of appropriate data analytics techniques. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. Therefore, this project comes forward as solution that begins by the Customer analysis which requires splitting up the customers into various segments that helps us in extracting the most profitable ones i.e. the loyal customers and then predicting their purchasing behaviour based on their past purchases.