TEAM: Zijian (Jeff) Liu, Shreiya Venkatesan, James Callahan
Student teams worked with data on banking customers, and experimented with alternative machine learning methods to perform a customer segmentation analysis. The final model was able to identify distinct clusters of customers based on their characteristics and banking behavior. The model provided a valuable tool for PNC to better understand customers and more precisely target marketing campaigns. The students gained skills in customer segmentation, which is a very widely applicable business strategy.