Segmentation
Garbage Can Cluster Analysis: A Comparison of Variable Selection Techniques for Mixed Scale Data (2022)
Though it's not widely known among segmentation analysts, having too many basis variables can work against the objective of finding well-differentiated segments. We tested three different variable ... Read More
Segmentation: How to Do It Badly and Well (2022)
Segmentation helps marketers understand how groups of customers differ with respect to the products, messaging or positioning that appeal to them. Understanding these differences gives marketers ... Read More
Segmentation: Four Common Types of Segmentation (2022)
Many discussions of segmentation delve into a red herring topic about kinds of basis variables: should you segment on demographic variables, on psychographic or attitudinal variables, or maybe on ... Read More
Achieving Consensus in Cluster Ensemble Analysis (2009)
Cluster Ensemble Analysis is a relatively new technique to market researchers. The process involves combining existing cluster or segmentation solutions (an ensemble of candidate segmentation ... Read More
Improving K-Means Cluster Analysis: Ensemble Analysis Instead of Highest Reproducibility Replicates (2008)
Convergent Cluster & Ensemble Analysis (CCEA) is software for doing cluster and cluster ensemble analysis. CCEA uses k-means as its standard cluster algorithm. However, the newer Ensemble Analysis ... Read More