Three business analytics case studies were undertaken, encompassing market basket analysis, customer segmentation, and campaign management. SAS Visual Data Mining and Machine Learning on SAS Viya was utilized to explore data and provide insights. A comprehensive report addressing both technical and business aspects was delivered.

This notebook focuses on RFM (Recency, Frequency, Monetary) segmentation, a popular method used in customer analysis to group customers based on their purchasing behavior. The key goal of RFM segmentation is to identify different customer segments by analyzing their transaction history and assigning them to categories based on their recency of purc

Performing RFM customer segmentation and developing relevant marketing strategies for Flipkart using eCommerce data.