Customer segmentation is the process of dividing a dataset of customers into groups of similar customers based on certain common characteristics. This is typically done to better understand the population dataset and improve marketing operations. Understanding customer behavior and characteristics is crucial for effective marketing strategies, as it directly impacts sales and marketing strategy effectiveness. Segmented campaigns often see higher engagement rates and revenue growth compared to non-segmented campaigns. In today’s world, personalized communications and offerings are preferred by individual customers, emphasizing the importance of customer segmentation in optimizing ROI. By analyzing metrics around customer engagement with various marketing activities, including ATL and BTL campaigns, and personalized offers, organizations can create the best possible customer segments. Using unsupervised learning techniques like dimensionality reduction and clustering, the objective is to derive actionable insights and optimize marketing strategies based on customer segmentation.