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Segmentation: Clustering and Classification

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R for Marketing Research and Analytics

Part of the book series: Use R! ((USE R))

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.

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Authors and Affiliations

  1. Google, Inc., Seattle, WA, USA

    Chris Chapman

  2. LeBow College of Business, Drexel University, Philadelphia, PA, USA

    Elea McDonnell Feit

Authors
  1. Chris Chapman
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  2. Elea McDonnell Feit
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Correspondence to Chris Chapman .

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Chapman, C., Feit, E.M. (2015). Segmentation: Clustering and Classification. In: R for Marketing Research and Analytics. Use R!. Springer, Cham. https://doi.org/10.1007/978-3-319-14436-8_11

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