Client Segmentation and Customization in E-Commerce: Applications of Machine Learning from a Management Perspective

A machine learning-based e-commerce personalised recommendation system helps address the issue of information overload that inevitably arises when consumers have more and more options in e-commerce, leading to an increasingly complex structure. Customer segmentation is a crucial component of contemporary marketing strategy since it enables companies to effectively adjust their advertising campaigns and customise their communications with customers. Through the analysis of enormous quantities of consumer behaviour data and the discovery of trends that can be utilised for dividing customers into segments, ML algorithms provide a potent tool for automating the procedure of customer segmentation. We report our research and results for identifying a customer's segment. In order to perform machine learning, we integrate the Python Tensorflow library with Pandas for manipulating data frames. To address any discrepancies or gaps in the collected client data, it is refined. Key features are found, and to find hidden patterns and relationships, an exploratory analysis of the data is done. After that, we decide on a suitable machine learning technique to divide the clientele into various groups. We also experiment with several clustering models, including conventional machine learning techniques.