Targeting the right customers and finding those that are most likely to buy the product that a company offers, is one of the most important tasks of businesses that already gathered some broad knowledge about their clients. In this paper, with the use of Machine Learning methods, we will try to explore and predict the outcome of the marketing campaign. The data was gathered by Portuguese researchers and is publicly available at: https://archive.ics.uci.edu/ml/datasets/Bank+Marketing.

The main focus of this paper was to cluster mall customers (data available under this link: www.kaggle.com/vjchoudhary7/customer-segmentation-tutorial-in-python ) with k-means and hierarchical clustering methods. In addition, I conducted the exploratory data analysis and made some conclusions from the clustering.