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Cluster Analysis 4 Marketing

  • Welcome
    • About Geoff Fripp
    • Contact and Questions
    • Privacy
    • Disclaimer
    • Premium Excel Template
  • Marketer’s Guide
    • A marketing overview
    • How does cluster analysis work? In simple terms
    • Overview of cluster analysis, with examples
    • How does cluster analysis help in marketing?
    • Do I need to use cluster analysis?
    • Limitations of Cluster Analysis
    • What sort of data can I use?
  • Interpretation
    • Creating the market segments
    • Using Segment Sizes
    • Understanding the Sum of squared error (SSE)
    • Segmentation Maps
    • Central Means Graphs
    • Guide to the cluster analysis process
    • Finding the key outputs
    • Adding New Observations
  • Market Segments
    • Creating the market segments
    • Selecting target markets
    • Market segmentation versus cluster analysis
    • Using a Segmentation Map
    • What is a segment profile?
    • Criteria for effective segmentation
  • Technical stuff
    • How does the calculation work?
    • How to run cluster analysis in Excel
    • What software can I use?
    • What sort of data can I use?
    • Why does cluster analysis sometimes give different results?
  • Free Download
    • Get the Free Download
    • Compare the Cluster Analysis Templates
    • Premium Clustering Template
  • How to use
    • Guide to using the template
    • Full example: from cluster analysis to market segments
    • Overview of cluster analysis, with examples
    • Practice Data Set
  • Videos

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Related websites

Market Segmentation Study Guide
The Marketing Study Guide
Guide to Perceptual Maps

About Cluster Marketing 4 Marketing

This website and the free Excel template has been developed by Geoff Fripp to assist university-level marketing students and practitioners to better understand the concept of cluster analysis and to help turn customer data into valuable market segments.

All material copyright (2016-21) and for educational purposes only.

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