大家好，今天给大家分享一篇 kaggle 数据集的新文章：基于一份超市消费数据集的用户个性化分析以及用户分群的实现。

更多详细内容参考原数据集地址：

https://www.kaggle.com/code/sonalisingh1411/customer-personality-analysis-segmentation/data?select=marketing_campaign.csv

主要内容

本文的主要内容：

• 数据和字段的基本信息

• 缺失值分析与处理

• 从4个方面来具体探索字段信息

• 时间字段的处理

• 双变量分析

• 相关性分析

• 用户分群与可视化

缺失值情况：

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字段含义

主要是涉及到4个方面的字段：人、商品、促销、地点

PEOPLE

1. ID: Customer’s unique identifier.

2. Year_Birth: Customer’s birth year.

3. Education: Customer’s education level.

4. Marital_Status: Customer’s marital status.

5. Income: Customer’s yearly household income.

6. Kidhome: Number of children in customer’s household.

7. Teenhome: Number of teenagers in customer’s household.

8. Dt_Customer: Date of customer’s enrollment with the company.

9. Recency: Number of days since customer’s last purchase.

10. Complain: 1 if customer complained in the last 2 years, 0 otherwise.

PRODUCTS

1. MntWines: Amount spent on wine in last 2 years.

2. MntFruits: Amount spent on fruits in last 2 years.

3. MntMeatProducts: Amount spent on meat in last 2 years.

4. MntFishProducts: Amount spent on fish in last 2 years.

5. MntSweetProducts: Amount spent on sweets in last 2 years.

6. MntGoldProds: Amount spent on gold in last 2 years.

PROMOTION

1. NumDealsPurchases: Number of purchases made with a discount.

2. AcceptedCmp1: 1 if customer accepted the offer in the 1st campaign, 0 otherwise.

3. AcceptedCmp2: 1 if customer accepted the offer in the 2nd campaign, 0 otherwise.

4. AcceptedCmp3: 1 if customer accepted the offer in the 3rd campaign, 0 otherwise.

5. AcceptedCmp4: 1 if customer accepted the offer in the 4th campaign, 0 otherwise.

6. AcceptedCmp5: 1 if customer accepted the offer in the 5th campaign, 0 otherwise.

7. Response: 1 if customer accepted the offer in the last campaign, 0 otherwise.

PLACE

1. NumWebPurchases: Number of purchases made through the company’s web site.

2. NumCatalogPurchases: Number of purchases made using a catalogue.

3. NumStorePurchases: Number of purchases made directly in stores.

4. NumWebVisitsMonth: Number of visits to company’s web site in the last month.

双变量分析

相关性

分群结果

plt.figure(figsize= (15,8))  
plt.scatter(X[y == 0, 0], X[y == 0, 1],   
            s = 25, c = 'mediumblue',   
            label = 'one')  
plt.scatter(X[y == 1, 0], X[y == 1, 1],   
            s = 25, c = 'turquoise',   
            label = 'two')  
plt.scatter(X[y == 2, 0], X[y == 2, 1],   
            s = 25, c = 'red',   
            label = 'three')  
plt.scatter(X[y == 3, 0], X[y == 3, 1],   
            s = 25, c = 'green',   
            label = 'four')  
plt.scatter(X[y == 4, 0], X[y == 4, 1],   
            s = 25, c = 'yellow',   
            label = 'five')  
  
  
plt.scatter(kmeans.cluster_centers_[:, 0],  
            kmeans.cluster_centers_[:, 1],   
            s = 55, c = 'black',   
            label = 'Centroids')  
  
plt.title('Clusters of customers',fontsize = 20)  
plt.xlabel('Income',fontsize = 15)  
plt.ylabel('Expenses',fontsize = 15)  
  
plt.legend(fontsize = 15)  
plt.show()