Customer analysis and segmentation in the PRO sales area

Original title: Análisis y segmentación de clientes en el área de ventas PRO

The main objective of the project is to determine and analyze the segmentation of PRO customers based on their sales history at Home Depot. This is carried out in order to generate decision-making strategies through a classification model. The CRISP-DM methodology was used, which includes several phases such as literature review, data cleaning, and the application of classification models for segmentation. This approach makes it possible to understand the needs and preferences of PRO customers, thereby facilitating the personalization of commercial and service strategies. The analysis of sales history provides valuable data to identify significant patterns, such as purchase frequency, types of products purchased, and brand preferences, which are fundamental for the development of effective strategies. On the other hand, based on the objectives established for the project, all of them were successfully achieved, including obtaining a G-Mean above 80%, a recall above 50%, a silhouette coefficient greater than 0, and a data visualization system for the client.