5. Cluster Analysis (Investment Startup)
Background
The Indonesian investment startup has developed an application for buying and selling mutual funds (reksadana). Next month, the marketing team wants to create a thematic campaign based on user preferences.
Problem Definition
As the data analyst in this investment startup, I have been tasked with creating customer segmentation for the campaign and providing theme recommendations for each segment.
Objective
Analyze the characteristics of users who make transactions in each mutual fund
Create a segmentation for the thematic campaign based on user preferences
Provide recommendations for themes for each campaign
Task & Actions
Result
This data analysis revealed four distinct segments based on user investment behavior, demographics, and investment amount. The segments and themes of the campaign are:
Newbie Investors: Focus the campaign on educating about mutual funds and facilitating easy investment with services such as risk profile checks and mutual fund recommendations.
Risk-Averse Investors: Highlight the campaign by showcasing the stability, low risk, and consistent returns of short-term investments.
Balanced Investors: Showcase the potential for enhanced returns by investing in various mutual funds.
Wealth Builders: Highlight the campaign by emphasizing the optimization of investments and achieving higher long-term returns.
