ISSN (Online) : 2456 - 0774

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ISSN (Online) 2456 - 0774



Abstract— The number of customers buying things online has increased in today's business environment, making it challenging for a company to quantify the customer lifetime value (CLV) of each customer. Customer segmentation is utilised in this article to calculate the customer lifetime value for a UK-registered firm that provides one-of-a-kind presents. To begin, client segmentation is based on three purchasing variable characteristics: "Recency," "Frequency," and "Monetary." The variables are then given weight or priority, which is achieved via the Fuzzy AHP approach. Finally, the results are analysed by separating the dataset into eight clusters and ranking those clusters based on CLV values, which aids marketers in making sales and marketing decisions based on CLV values.KEYWORDS: Customer Segmentation, Machine Learning, K-Means Clustering Algorithm etc

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