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A consulting lab on Galp´s B2c segmentation: evaluating the value of client personas in enhancing Galp´s business lines
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Orientador(es)
Resumo(s)
The project on "Galp's B2C Segmentation" is a comprehensive study aimed at refining Galp's
customer segmentation strategy based on consumer needs. It involves detailed analysis of
customer survey data using qualitative and quantitative methods to develop an advanced
segmentation model. Key steps include data cleaning, clustering using KMeans algorithm, and
characterizing clusters demographically and behaviourally. The project concludes with the
creation of distinct personas, providing actionable insights for Galp's marketing strategies in
the competitive energy sector. This work represents an integrative approach, combining
academic and industry expertise for strategic development in customer relations and market
positioning.
Descrição
Palavras-chave
Segmentation Persona Usage pattern Consumption habits