Kmeans for Better Email Targeting

What data are we going to use?

A collection of 300 rows with 7 vectors:

1. E-mail - the e-mail address of the customer
2. Behavior 1 - undisclosed
3. Behavior 2 - undisclosed
4. Behavior 3- how many times the customer has bought
5. Brand Preference  - which brand the customer shows affinity towards. Brands have been assigned a number as label
6. CTA -the specific call to action the customer has responded too. Each CTA has been assigned a number
7. Demo-Age - the customer's age

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Goal:

Create a segmentation using customer preference and customer activities for better targeting and personalizing campaigns.

R Code: