Implementación de un modelo de clusterización basado en datos en la empresa KOMATSU Colombia

Komatsu Limited is a Japanese company dedicated to the manufacturing of construction
and mining machinery, which faces a significant challenge in Colombia:
identifying and understanding its clients in the spare parts and service area in order
to develop effective strategies to increase sales, customer loyalty, and retention.
The commercial instability of the company hinders the planning of effective sales
strategies. In response to this issue, the development of an unsupervised clustering
model is proposed to identify behavioral patterns among current customers, optimize
decision-making, and improve client retention.
The main objective of the project is to implement a model that combines clustering
and classification techniques. To achieve this, historical data on billing, clients,
equipment, and governmental records will be collected and prepared using systems
such as SAP Business One, the internal platforms Distributor Data Management and
Service Support App, as well as public databases of business registrations. These
datasets will be consolidated into a single database for analysis and processing.
During the modeling phase, clustering techniques such as K-Means will be applied
to segment clients into homogeneous groups with similar characteristics and behaviors.
Then, classification algorithms such as Random Forest will be used to predict the
assignment of new clients to the previously defined clusters, enabling the automated
integration of potential customers into existing segments.
To ensure the model’s effectiveness, performance metrics such as Recall and
F1-score were used to objectively assess its segmentation and prediction capabilities.
The final model achieved an average accuracy of 77%, confirming its robustness
in assigning new clients to the defined groups. Based on the resulting clusters,
specific sales strategies were designed for each segment, aiming to increase conversion,
improve retention, and enhance Komatsu Colombia’s profitability.