CHALLENGE

Like many businesses, Aussie Home Loans had a wealth of data on their customers, but limited actual knowledge on customer segments. Given the size of the customer dataset (both in depth and width), a manual clustering exercise was deemed unfeasible.

SOLUTION

I deployed a machine learning model that uses the k-nearest neighbours (k-means) approach to algorithmically identify clusters in the data set.

RESULTS

As a result of achieving a greater understanding of their customer base, the client was able to more accurately tailor their messaging, as well as improve their budget allocations.