Marketers often need a strategically oriented breakdown of their customer base to support several activities.
In a large customer
database it is often not clear what the most useful set of customer segments
would be to support these activities. Cluster Analysis is a multi-variate
statistical methodology that can be deployed to identify possible segmentation
solutions. Effective use of Cluster Analysis requires a very close working
interaction between analysts and the various company functional areas that
expect to use the resulting segmentation.
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