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Published in:
2019 | OriginalPaper | Chapter
11. Segmentation: Clustering and Classification
Authors : Chris Chapman, Elea McDonnell Feit
Published in: R For Marketing Research and Analytics
Publisher: Springer International Publishing
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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. 4), compare groups (Chap. 5), and assess complex multivariate models (Chap. 10). In a real segmentation project, one would use those methods to ensure that data has appropriate multivariate structure, and then begin segmentation analysis.