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Master’s thesis · Marketing analytics

Customer segmentation for marketing campaigns

Master’s thesis research on how customer segmentation can inform the design of marketing campaigns.

Programme
Master’s thesis · Master’s in Business Intelligence and Data Science, UEES
Format
Master’s thesis
Period
2024
Grade
80/100
  • Customer segmentation
  • Marketing analytics
Illustration Conceptual illustration of customer segmentation. It does not represent the thesis data or results.

Overview

The thesis that closed my Master’s in Business Intelligence and Data Science, titled “Customer Segmentation for Marketing Campaigns” (original title in Spanish: “Segmentación de Clientes para crear campañas de Marketing”). It was graded 80/100.

The research sits where my two backgrounds meet: understanding customers as a business problem and using data to group them into segments that marketing teams can address with more relevant campaigns.

This page is a summary. Details on data, methodology and results will be added when the full thesis document is incorporated into the portfolio.

What this project demonstrates

  1. 1

    Framing an analytical project around a concrete marketing decision.

  2. 2

    Carrying out a full research project, from question to written thesis.

About authorship

Master’s thesis submitted at Universidad de Especialidades Espíritu Santo (UEES).