Understanding Customer Behavior Beyond Individual Transactions
Why I Chose This Project This project started with a very personal frustration. During a family trip to London, I used my credit card to tap in and out of the Tube. The first few rides worked perfectly—fast, cashless, effortless. Then, suddenly, my card started getting declined for very small transit charges. There was no lack of credit and nothing that felt suspicious from my point of view, just normal travel behavior. From the system’s perspective, though, my behavior had changed: a new country, repeated small transactions, and a shift away from my usual spending pattern. That gap between how people live and how systems interpret behavior became the motivation for this project. The core question I wanted to explore was simple: Can customer behavior be understood more meaningfully through patterns, rather than individual transactions or rigid rules? The Approaches I Chose (and Why) Before looking at results, it’s important to explain the approaches I intentionally selected , becau...