A leading bank wants to develop a customer segmentation to give promotional offers to its customers. They collected a sample that summarizes the activities of users during the past few months. You are given the task to identify the segments based on credit card usage.

1.1Read the data and do exploratory data analysis. Describe the data briefly.

1.2Do you think scaling is necessary for clustering in this case? Justify

1.3Apply hierarchical clustering to scaled data. Identify the number of optimum clusters using Dendrogram and briefly describe them

1.4Apply K-Means clustering on scaled data and determine optimum clusters. Apply elbow curve and silhouette score.

1.5Describe cluster profiles for the clusters defined. Recommend different promotional strategies for different clusters.

spending advance_payments probability_of_full_payment current_balance credit_limit min_payment_amt max_spent_in_single_shopping

19.94 16.92 0.8752 6.675 3.763 3.252 6.55

15.99 14.89 0.9064 5.363 3.582 3.336 5.144

18.95 16.42 0.8829 6.248 3.755 3.368 6.148

10.83 12.96 0.8099 5.278 2.641 5.182 5.185

17.99 15.86 0.8992 5.89 3.694 2.068 5.837

12.7 13.41 0.8874 5.183 3.091 8.456 5

12.02 13.33 0.8503 5.35 2.81 4.271 5.308

13.74 14.05 0.8744 5.482 3.114 2.932 4.825

18.17 16.26 0.8637 6.271 3.512 2.853 6.273

11.23 12.88 0.8511 5.14 2.795 4.325 5.003

18.55 16.22 0.8865 6.153 3.674 1.738 5.894

14.09 14.41 0.8529 5.717 3.186 3.92 5.299

12.15 13.45 0.8443 5.417 2.837 3.638 5.338

18.98 16.57 0.8687 6.449 3.552 2.144 6.453

12.1 13.15 0.8793 5.105 2.941 2.201 5.056

12.79 13.53 0.8786 5.224 3.054 5.483 4.958

16.14 14.99 0.9034 5.658 3.562 1.355 5.175

10.8 12.57 0.859 4.981 2.821 4.773 5.063

13.22 13.84 0.868 5.395 3.07 4.157 5.088

12.7 13.71 0.8491 5.386 2.911 3.26 5.316

12.37 13.47 0.8567 5.204 2.96 3.919 5.001

13.07 13.92 0.848 5.472 2.994 5.304 5.395

17.98 15.85 0.8993 5.979 3.687 2.257 5.919

12.62 13.67 0.8481 5.41 2.911 3.306 5.231

15.11 14.54 0.8986 5.579 3.462 3.128 5.18

15.56 14.89 0.8823 5.776 3.408 4.972 5.847

12.78 13.57 0.8716 5.262 3.026 1.176 4.782

11.02 13 0.8189 5.325 2.701 6.735 5.163

11.35 13.12 0.8291 5.176 2.668 4.337 5.132

11.23 12.82 0.8594 5.089 2.821 7.524 4.957

13.78 14.06 0.8759 5.479 3.156 3.136 4.872

11.84 13.21 0.8521 5.175 2.836 3.598 5.044

12.55 13.57 0.8558 5.333 2.968 4.419 5.176

15.88 14.9 0.8988 5.618 3.507 0.7651 5.091

11.82 13.4 0.8274 5.314 2.777 4.471 5.178

11.19 13.05 0.8253 5.25 2.675 5.813 5.219

11.14 12.79 0.8558 5.011 2.794 6.388 5.049

12.22 13.32 0.8652 5.224 2.967 5.469 5.221

11.81 13.45 0.8198 5.413 2.716 4.898 5.352

19.51 16.71 0.878 6.366 3.801 2.962 6.185

18.72 16.34 0.881 6.219 3.684 2.188 6.097

13.84 13.94 0.8955 5.324 3.379 2.259 4.805

16.87 15.65 0.8648 6.139 3.463 3.696 5.967

20.03 16.9 0.8811 6.493 3.857 3.063 6.32

10.79 12.93 0.8107 5.317 2.648 5.462 5.194

11.18 12.72 0.868 5.009 2.81 4.051 4.828

13.16 13.82 0.8662 5.454 2.975 0.8551 5.056

19.06 16.45 0.8854 6.416 3.719 2.248 6.163

18.96 16.2 0.9077 6.051 3.897 4.334 5.75

18.83 16.29 0.8917 6.037 3.786 2.553 5.879

12.73 13.75 0.8458 5.412 2.882 3.533 5.067

18.72 16.19 0.8977 6.006 3.857 5.324 5.879

19.46 16.5 0.8985 6.113 3.892 4.308 6.009

19.38 16.72 0.8716 6.303 3.791 3.678 5.965

18.81 16.29 0.8906 6.272 3.693 3.237 6.053

16.23 15.18 0.885 5.872 3.472 3.769 5.922

12.38 13.44 0.8609 5.219 2.989 5.472 5.045

11.83 13.23 0.8496 5.263 2.84 5.195 5.307

10.93 12.8 0.839 5.046 2.717 5.398 5.045

18.65 16.41 0.8698 6.285 3.594 4.391 6.102

14.79 14.52 0.8819 5.545 3.291 2.704 5.111

11.41 12.95 0.856 5.09 2.775 4.957 4.825

11.27 12.97 0.8419 5.088 2.763 4.309 5

15.26 14.85 0.8696 5.714 3.242 4.543 5.314

14.34 14.37 0.8726 5.63 3.19 1.313 5.15

18.85 16.17 0.9056 6.152 3.806 2.843 6.2

20.71 17.23 0.8763 6.579 3.814 4.451 6.451

14.11 14.1 0.8911 5.42 3.302 2.7 5

19.15 16.45 0.889 6.245 3.815 3.084 6.185

12.19 13.2 0.8783 5.137 2.981 3.631 4.87

13.54 13.85 0.8871 5.348 3.156 2.587 5.178

12.49 13.46 0.8658 5.267 2.967 4.421 5.002

20.1 16.99 0.8746 6.581 3.785 1.955 6.449

20.2 16.89 0.8894 6.285 3.864 5.173 6.187

13.34 13.95 0.862 5.389 3.074 5.995 5.307

18.94 16.32 0.8942 6.144 3.825 2.908 5.949

15.03 14.77 0.8658 5.702 3.212 1.933 5.439

12.13 13.73 0.8081 5.394 2.745 4.825 5.22

16.82 15.51 0.8786 6.017 3.486 4.004 5.841

14.29 14.09 0.905 5.291 3.337 2.699 4.825

14.52 14.6 0.8557 5.741 3.113 1.481 5.487

12.88 13.5 0.8879 5.139 3.119 2.352 4.607

13.94 14.17 0.8728 5.585 3.15 2.124 5.012

18.59 16.05 0.9066 6.037 3.86 6.001 5.877

10.91 12.8 0.8372 5.088 2.675 4.179 4.956

14.49 14.61 0.8538 5.715 3.113 4.116 5.396

16.63 15.46 0.8747 6.053 3.465 2.04 5.877

15.38 14.9 0.8706 5.884 3.268 4.462 5.795

16.17 15.38 0.8588 5.762 3.387 4.286 5.703

13.2 13.66 0.8883 5.236 3.232 8.315 5.056

13.99 13.83 0.9183 5.119 3.383 5.234 4.781

21.18 17.21 0.8989 6.573 4.033 5.78 6.231

15.26 14.84 0.871 5.763 3.312 2.221 5.22

11.18 13.04 0.8266 5.22 2.693 3.332 5.001

11.87 13.02 0.8795 5.132 2.953 3.597 5.132

18.43 15.97 0.9077 5.98 3.771 2.984 5.905

19.57 16.74 0.8779 6.384 3.772 1.472 6.273

16.16 15.33 0.8644 5.845 3.395 4.266 5.795

10.82 12.83 0.8256 5.18 2.63 4.853 5.089

17.63 15.86 0.88 6.033 3.573 3.747 5.929

13.37 13.78 0.8849 5.32 3.128 4.67 5.091

19.31 16.59 0.8815 6.341 3.81 3.477 6.238

15.38 14.66 0.899 5.477 3.465 3.6 5.439

18.89 16.23 0.9008 6.227 3.769 3.639 5.966

15.69 14.75 0.9058 5.527 3.514 1.599 5.046

18.94 16.49 0.875 6.445 3.639 5.064 6.362

18.36 16.52 0.8452 6.666 3.485 4.933 6.448

13.32 13.94 0.8613 5.541 3.073 7.035 5.44

12.8 13.47 0.886 5.16 3.126 4.873 4.914

18.75 16.18 0.8999 6.111 3.869 4.188 5.992

15.6 15.11 0.858 5.832 3.286 2.725 5.752

14.33 14.28 0.8831 5.504 3.199 3.328 5.224

20.24 16.91 0.8897 6.315 3.962 5.901 6.188

12.89 13.77 0.8541 5.495 3.026 6.185 5.316

11.21 13.13 0.8167 5.279 2.687 6.169 5.275

17.32 15.91 0.8599 6.064 3.403 3.824 5.922

13.5 13.85 0.8852 5.351 3.158 2.249 5.176

14.28 14.17 0.8944 5.397 3.298 6.685 5.001

11.48 13.05 0.8473 5.18 2.758 5.876 5.002

20.97 17.25 0.8859 6.563 3.991 4.677 6.316

12.08 13.23 0.8664 5.099 2.936 1.415 4.961

11.56 13.31 0.8198 5.363 2.683 4.062 5.182

12.46 13.41 0.8706 5.236 3.017 4.987 5.147

12.54 13.67 0.8425 5.451 2.879 3.082 5.491

14.11 14.26 0.8722 5.52 3.168 2.688 5.219

15.01 14.76 0.8657 5.789 3.245 1.791 5.001

18.3 15.89 0.9108 5.979 3.755 2.837 5.962

11.4 13.08 0.8375 5.136 2.763 5.588 5.089

14.11 14.18 0.882 5.541 3.221 2.754 5.038

14.46 14.35 0.8818 5.388 3.377 2.802 5.044

11.36 13.05 0.8382 5.175 2.755 4.048 5.263

14.86 14.67 0.8676 5.678 3.258 2.129 5.351

12.36 13.19 0.8923 5.076 3.042 3.22 4.605

18.98 16.66 0.859 6.549 3.67 3.691 6.498

12.05 13.41 0.8416 5.267 2.847 4.988 5.046

17.63 15.98 0.8673 6.191 3.561 4.076 6.06

19.14 16.61 0.8722 6.259 3.737 6.682 6.053

11.27 12.86 0.8563 5.091 2.804 3.985 5.001

17.55 15.66 0.8991 5.791 3.69 5.366 5.661

14.59 14.28 0.8993 5.351 3.333 4.185 4.781

15.78 14.91 0.8923 5.674 3.434 5.593 5.136

14.92 14.43 0.9006 5.384 3.412 1.142 5.088

11.24 13 0.8359 5.09 2.715 3.521 5.088

11.34 12.87 0.8596 5.053 2.849 3.347 5.003

12.74 13.67 0.8564 5.395 2.956 2.504 4.869

12.19 13.36 0.8579 5.24 2.909 4.857 5.158

19.13 16.31 0.9035 6.183 3.902 2.109 5.924

10.74 12.73 0.8329 5.145 2.642 4.702 4.963

13.8 14.04 0.8794 5.376 3.155 1.56 4.961

12.44 13.59 0.8462 5.319 2.897 4.924 5.27

14.16 14.4 0.8584 5.658 3.129 3.072 5.176

12.11 13.27 0.8639 5.236 2.975 4.132 5.012

14.99 14.56 0.8883 5.57 3.377 2.958 5.175

16.2 15.27 0.8734 5.826 3.464 2.823 5.527

11.42 12.86 0.8683 5.008 2.85 2.7 4.607

14.7 14.21 0.9153 5.205 3.466 1.767 4.649

13.02 13.76 0.8641 5.395 3.026 3.373 4.825

11.26 13.01 0.8355 5.186 2.71 5.335 5.092

15.38 14.77 0.8857 5.662 3.419 1.999 5.222

17.36 15.76 0.8785 6.145 3.574 3.526 5.971

20.88 17.05 0.9031 6.45 4.032 5.016 6.321

12.72 13.57 0.8686 5.226 3.049 4.102 4.914

18.88 16.26 0.8969 6.084 3.764 1.649 6.109

17.26 15.73 0.8763 5.978 3.594 4.539 5.791

18.27 16.09 0.887 6.173 3.651 2.443 6.197

11.65 13.07 0.8575 5.108 2.85 5.209 5.135

15.5 14.86 0.882 5.877 3.396 4.711 5.528

15.05 14.68 0.8779 5.712 3.328 2.129 5.36

12.76 13.38 0.8964 5.073 3.155 2.828 4.83

11.43 13.13 0.8335 5.176 2.719 2.221 5.132

16.19 15.16 0.8849 5.833 3.421 0.903 5.307

11.49 13.22 0.8263 5.304 2.695 5.388 5.31

14.38 14.21 0.8951 5.386 3.312 2.462 4.956

18.45 16.12 0.8921 6.107 3.769 2.235 5.794

20.16 17.03 0.8735 6.513 3.773 1.91 6.185

19.11 16.26 0.9081 6.154 3.93 2.936 6.079

14.69 14.49 0.8799 5.563 3.259 3.586 5.219

12.21 13.47 0.8453 5.357 2.893 1.661 5.178

16.44 15.25 0.888 5.884 3.505 1.969 5.533

10.59 12.41 0.8648 4.899 2.787 4.975 4.794

14.37 14.39 0.8726 5.569 3.153 1.464 5.3

13.45 14.02 0.8604 5.516 3.065 3.531 5.097

12.67 13.32 0.8977 4.984 3.135 2.3 4.745

14.01 14.29 0.8625 5.609 3.158 2.217 5.132

17.12 15.55 0.8892 5.85 3.566 2.858 5.746

16.84 15.67 0.8623 5.998 3.484 4.675 5.877

12.11 13.47 0.8392 5.159 3.032 1.502 4.519

15.49 14.94 0.8724 5.757 3.371 3.412 5.228

13.16 13.55 0.9009 5.138 3.201 2.461 4.783

11.75 13.52 0.8082 5.444 2.678 4.378 5.31

11.23 12.63 0.884 4.902 2.879 2.269 4.703

14.43 14.4 0.8751 5.585 3.272 3.975 5.144

12.26 13.6 0.8333 5.408 2.833 4.756 5.36

18.14 16.12 0.8772 6.059 3.563 3.619 6.011

15.36 14.76 0.8861 5.701 3.393 1.367 5.132

16.53 15.34 0.8823 5.875 3.467 5.532 5.88

18.76 16.2 0.8984 6.172 3.796 3.12 6.053

12.3 13.34 0.8684 5.243 2.974 5.637 5.063

19.18 16.63 0.8717 6.369 3.681 3.357 6.229

12.01 13.52 0.8249 5.405 2.776 6.992 5.27

14.88 14.57 0.8811 5.554 3.333 1.018 4.956

17.08 15.38 0.9079 5.832 3.683 2.956 5.484

14.8 14.52 0.8823 5.656 3.288 3.112 5.309

11.55 13.1 0.8455 5.167 2.845 6.715 4.956

16.41 15.25 0.8866 5.718 3.525 4.217 5.618

13.89 14.02 0.888 5.439 3.199 3.986 4.738

16.77 15.62 0.8638 5.927 3.438 4.92 5.795

14.03 14.16 0.8796 5.438 3.201 1.717 5.001

16.12 15 0.9 5.709 3.485 2.27 5.443

15.57 15.15 0.8527 5.92 3.231 2.64 5.879