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.