Overview

As part of the Data Analysis, I performed an in-depth study on a dataset of 970+ gym members to identify distinct behavioral profiles and segment the customer base.

• PCA & EDA: Conducted comprehensive exploratory data analysis and principal component analysis (PCA) to uncover key trends and condense complex variables.
• Customer Segmentation: Applied K-Means and Hierarchical Clustering (Ward’s method), optimizing the number of clusters using Silhouette and Calinski-Harabasz scores.
• Visualization & Reporting: Engineered advanced plots (Chord, Alluvial, Violin) using ggplot2 and delivered a technical report using Quarto and RStudio.