Segmentation Analysis
2019. 10. 5. 14:31ㆍRetail, Consumer Goods Industry
출처 : https://www.ashokcharan.com/Marketing-Analytics/~sg-segmentation-analysis.php
A priori algorithm으로 클러스터링 한 뒤에, 프로파일링을 한다
각 클러스터별 얼마나 차이가 있는지 판별분석(discriminant analysis)을 통해 알아본다
그때의 질문 4가지
- Heterogeneous: Are there clear differences between the segments? Do they differ in their response to the marketing mix? Do they merit a distinct market strategy, different tactics?
- Substantial: Are the segments large enough in value and profit terms to warrant marketing and product development effort?
- Robust: Can the clusters be generalized to the market as a whole? One approach of assessing the stability of the segments is to split the data at random and cross-validate the solutions.
- Accessible: Is it feasible to reach the segments through appropriate media and product offerings?
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