Project description
The aim of the project is to better understand customers based on data. The aim is to analyse which customer types and behavioural patterns can be identified. Customer segmentation refers to the categorisation of customers into groups based on specific customer data.
Link to Showcae Clustomer.
Prindo is a brand of Media-Concept Bürobedarf GmbH, which specialises in the online sale of ink, toner, printers and office supplies. With almost 3.8 million customers in around 90 of its own online shops, Prindo is the second largest online provider of printer accessories in Europe. It offers more than 10,000 items, including ink cartridges, toner and paper from 55 manufacturers. In addition, Prindo itself offers a low-cost alternative and yet high-quality own brand for cartridges.
The challenge here is how to keep track of over 4 million Prindo customers and gain useful insights from the vast amounts of data.
Our approach is AI-based segmentation and the provision of a REST service. To cluster analyse customer segmentation, we use mathematical models based on a variety of factors.
What is the added value for Prindo?
Marketing efficiency - dividing a large customer base into manageable parts makes it easier to identify target groups.
Identification of new market opportunities - categorising customers into clusters enables the discovery of new market segments to which the marketing strategy can be directed accordingly.
Better sales strategies - By identifying the buying behaviour of customers, sales strategies for products can be improved.
Fraud detection - By identifying untrustworthy customers, possible losses due to payment defaults can be avoided.
Supervisor:
- Prof. Dr. rer. nat. Claudia Reuter
- Raphael Mayr
Cooperation Partner:
- Media-Concept GmbH (Prindo)
Students:
- Emily Truong
- Enes Aygen
- Michael Weindl