Tutorial: Using R for Customer Segmentation
In today's noisy world, successful marketers communicate with prospects
and customers using relevant messages synchronized to the individual's
Segmentation along a number of "orthogonal" dimensions allows construction of messages, selection of offers, and the targeting of recipients which approach one-to-one customization.
This tutorial will work through applying R clustering packages to the customer segmentation problem using actual (but sanitized) data from our practice.
Sample date, R code, and slides will be provided to students.
We will show examples using the packages/methods:
Upon completion, students will be able to apply these methods to their own customer segmentation problems or other clustering projects.
No marketing background is assumed. Basic R skills. This tutorial is a sequel to my useR! 2006 tutorial (which will is available for review here) and will assume R skills as covered in Part II - EDA and Basic Statistics.