Persona Development - Customer Segmentation

Data Analyst - February 2020 - June 2022 - Trellance Inc.

Developed the personas for BFSI customers based on their behaviour. Below are the steps followed : 1. Data Gathering - Collected 12 months data like demographics, deposit data, loans data (both secured and unsecured), transaction data and much more for the customer.

2. Data Preparation - Aggregated the collected data by customer.

3. Data Modelling - Developed K-Means clustering model of transaction data and developed decision tree on production data which resulted into certain condition for certain members

4. Persona development - Combining the result for both clustering and decision tree conditions and blending it with the our business knowledge, we created 12 Personas. Further created same personas every and created drift analysis.