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.