You are a data scientist working for a large retailer. The management has tasked you with segmenting the customer base based on their purchasing habits to inform targeted marketing strategies. They have provided you with the purchase history of all customers in a BigQuery database. You believe that multiple distinct customer segments exist, but the exact number and specific behaviors defining these segments are unknown. Given the need for an efficient and scalable solution, what approach should you take? | Google Professional Machine Learning Engineer Quiz