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cluster analysis - Coggle Diagram
cluster analysis
steps
select a distance measure
euclidean distance
select a clustering algorithm
hierarchical procedures
agglomerative
linkage
single
complete
average
centroid
Ward
dendrogram
divisive
non-hierarchical procedures
k-means clustering
determine the numer of clusters
prior knowlegde
visual inspection of plots/dendrogram
elbow point
WSS
silhouette plot
cohesion vs separation
run the analysis and cluster the data
report: profile and graph the cluster
market research
understanding buyers' behaviours
identifying new product opportunities
reducing data
preference mapping
market segmentation
unsupervised machine learning
exploratory data analysis