The client needed to segment customers to understand their unique needs and behaviors, and to develop targeted marketing campaigns and product offerings.

Solytics used a combination of top-down and bottom-up approaches:

1. Interviewed stakeholders and identifying business-driven segmentation components.

2. Applied data-driven approaches using K-means clustering and hierarchical clustering.

3. Validated segmentation effectiveness by assessing segment homogeneity, distinctiveness, and stability.

- Improved targeted marketing and customer engagement.

- Optimized pricing, underwriting, and claims management strategies.

- Reduced churn by 17% and increased Customer Lifetime Value (CLV) by 12%.