Section II: Product Analytics
This section relates to the analytics that help a manager with his or her product management decisions. In this section, you’ll learn about segmentation and pricing. Chapter 3, “Cluster Analysis for Segmentation,” presents k-means cluster analysis because it is flexible and can easily accommodate multiple variables for segmentation. Chapter 4, “Segmentation at Sticks Kebob Shop,” details the Sticks Kebob Shop case, which presents an application of cluster analysis. You’ll identify the right location for a new store for this fast-growing casual restaurant chain. The segmentation is carried out based on responses from a psychographic questionnaire. The case also allows you to take the output from segmentation to identify ...
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