A telecommunication company has a massive dataset of its customers where each customer has over 100 features including, but not limited to, “Age”, “Gender”, “monthly_subscription” and “location”. Every new customer joining the company will have his/her information collected and added to the company’s database. Now, the company wants to segment their customers into different groups so as to link a new customer to one of those groups. Given the massive number of features per customer, what should the company do to decrease the number of features and segment the customers into different groups?