1. Create a K-means segmentation in Bigquery. Explain the different customer clusters you found. Visualize your K-means findings in Looker studio.
To help you with this exercise, I created a template in Looker Studio you can use. Name your customer segments and describe your findings from the K-Means segmentation.
2. Create a custom Campaign for your segments. Provide an example of at least one campaign Visual.
For example, Imagine I own a bicycle store; I identify a cluster and name the cluster Weekend Warriors. These customers don’t buy frequently but recently bought some bike gear. They are between 30 and 45 years old and purchase higher-end bike gear. They are social bikers and usually like to go out on the weekends to bike with family and friends. (Please derive your segments from the K-means model)
Example Campaign:
| Campaign Name | The Weekend Warriors Power campaign |
| Description | The Weekend Warriors Power campaign is designed to increase sales and generate higher revenue from the customer segment. The campaign will promote bike events, pop-up sales, and targeted marketing efforts. |
| Goals | Increase website traffic by 30%. Increase sales by 20% compared to the previous year. Increase customer engagement on social media by 30%. |
| Target Audience | Male and female consumers aged 30-45 who are social bikers purchasing higher-end bike gear are typically active on weekends. |
| Campaign Strategy | Partner with local bike clubs to organize weekend Warrior biking events. The events will feature mini-races, product demos, and pop-up shops. Top performers will receive special rewards or discounts. Participants are encouraged to share their biking routes and miles during the campaign on social media. Place promotional banners on the website and promote via email and social media. Follow up with an email campaign offering a unique discount code, biking tips, and early access to new products. |
Supplement with specific campaigns to target all your different segments.
To create an actual visual for your campaigns, you can consider designing an e-mail marketing campaign, a social media post, a display advertisement, a banner, etc. You can use a variety of AI tools to help you. You can post and make the visual on your website. You can also use different tools such as Canva, Adobe Express (Get your free BU student license ) Midjourney, Stable Diffusion, Deep Dream Generator, Craiyon, Adcreative, Gemini Advanced (free trial available), Chat-GPT, Claude.
3. Develop three different personas based on the segments you identified.
Starting with the K-means data, create a persona for each segment you identified. You can use AI tools to generate personas. Create detailed customer personas using AI tools like HubSpot Make My Persona and Delve.ai, Uxpressia, or design them visually using Canva or similar graphical design software and submit them with a brief explanation of your process.
4. Summarize your findings in a report
Gather your findings in the small report and submit it on Blackboard before October 8. The format of the report is not as important. You can use presentation creation software, text processing software, or report templates.