Overview
Market segmentation requires the marketer to be able to filter and group customer data.
Attributes
The following are common properties used to identify relevant customer segments.
- Demographic Information
- Income
- Total Customer Spend
- Customer Engagement
- Time on a Site
- Site Visits
- Number of Page Views
Filtering and Grouping
Once a set of customer properties have been indentified as demarcating relevatn customer segments, the customer data can be filtered and grouped into the desired segments.
- Filtering - shows how to filter customer data
- Grouping - grouping customer data by a specified criteria
(see Filtering and Transformations for additional Information)
Machine Learning Algorithms
Machine learning can be used to discover the market segments.
- Clustering : Clustering refers a set of machine learning algorithms designed to find natural clusters within a dataset.
- Trees : Clustering refers a set of machine learning algorithms designed to find natural clusters within a dataset.