Maximizing Strategy in Customer Segmentation Using Different Clustering Techniques

Customer Segmentation is very important in marketing because it helps a manager know who is the potential customer and helps in avoiding pursuing the wrong customers. Customer segmentation is grouping the customers based on their age, gender, annual income, location and so on. It helps the companies to understand the customers needs and tries to satisfy them. It aims to create a relationship with the most profitable customers by designing the most appropriate marketing strategy. In this study, we use K-means clustering, DBSCAN and Affinity propagation for segmenting the customers and will make a comparison on these different clustering approaches.