Segmentation: Unsupervised Clustering Methods for Exploring Subpopulations

Jason S. Schwarz, Chris Chapman and Elea Feit
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Jason S. Schwarz: Google
Chris Chapman: Google

Chapter Chapter 10 in Python for Marketing Research and Analytics, 2020, pp 223-241 from Springer

Abstract: 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 data (Chap. 4 ), compare groups (Chap. 5 ), and assess models (Chap. 7 ). In a real segmentation project, one would use those methods to ensure that data have appropriate multivariate structure, and then begin segmentation analysis.

Date: 2020
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DOI: 10.1007/978-3-030-49720-0_10

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