figure - difference in sales amount values across the three segments we can further improve the quality of clustering by adding relevant features to the dataset that we have created often firms will buy data regarding their customers from external data vendors and use it to enhance the segmentation process we had limitation of only having around year worth of transaction data but even mid-size organization may have multiple years of transaction data which can improve the results another dimension to explore can be trying out different algorithms for performing the segmentation for instance hierarchical clusteringwhich we explored in some of the earlier good segmentation process will encompass all these avenues to arrive at optimal segments that provide valuable insight we encourage you to get creative with the process and build your own examples the important caveat from this analysis is that when it comes to correlating the actual value of results with the mathematical metrics we cannot always rely on the metrics we need to include this habit of including business metrics and domain insights in our modeling process as often times this becomes the difference between an implemented high value project and forgotten data-focused solution once we obtain these resultswe can further discuss them with the marketing team of the organization to come up with appropriate practices for each of the segment identified cross selling what is cross sellingin the simplest termscross selling is the ability to sell more products to customer by analyzing the customer' shopping trends as well as general shopping trends and patterns which are in common with the customer' shopping patterns this simple definition captures the essential idea of cross sellingbut it is not as descriptive as we would like it to be we will illustrate the idea with an example say we are concerned about our health (which everyone should beand decide to buy protein supplement on our favorite -commerce site in most scenariosthe moment you get to your product pageyou will have section that will tell you other products that you can buy along with the product(sof your choice see figure -