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Cluster Analysis 4 Marketing
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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?
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Full example: from cluster analysis to market segments
Overview of cluster analysis, with examples
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