Book chapter
Segmentation: Clustering and Classification
R For Marketing Research and Analytics, pp 299-340
29 Mar 2019
Abstract
In this chapter, we tackle a canonical marketing research problem: finding, assessing, and predicting customer segments. In previous chapters we’ve seen how to assess relationships in the data (Chap. 10.1007/978-3-030-14316-9_4), compare groups (Chap. 10.1007/978-3-030-14316-9_5), and assess complex multivariate models (Chap. 10.1007/978-3-030-14316-9_10). In a real segmentation project, one would use those methods to ensure that data has appropriate multivariate structure, and then begin segmentation analysis.
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Details
- Title
- Segmentation: Clustering and Classification
- Creators
- Chris Chapman - Google, Seattle, USAElea McDonnell Feit - Drexel University
- Publication Details
- R For Marketing Research and Analytics, pp 299-340
- Series
- Use R!
- Publisher
- Springer International Publishing; Cham
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Marketing
- Other Identifier
- 991019189415004721