An e-commerce platform wishes to enhance its marketing strategies by effectively segmenting its customer base. The platform collects extensive data on customer demographics, browsing behavior, purchase history, and interaction with promotions. However, they lack a systematic approach to leverage this data for targeted marketing campaigns. The company aims to use SQL-based data mining techniques to segment customers into distinct groups based on their behavior and preferences, allowing for personalized marketing initiatives.

Learning Objectives

 

1. How can SQL-based clustering algorithms be utilized to segment customers based on their purchasing behavior, and what are the potential benefits of such segmentation for the e-commerce platform?
2. What SQL queries can be employed to identify patterns or associations between different customer segments and specific product categories, enabling the platform to tailor promotions and recommendations more effectively?