Analyzing and Profiling Segments
Introduction
It’s not enough
to know that the individuals in your sample belong to certain groups.
You also need to describe those groups so that your marketing group
can develop a marketing mix for each of them.
Analyzing Segments
The analysis consists
of checking for differences across the segments in key variables,
including those used in the segmentation. There are several possibilities
for analyzing the clusters, such as doing an ANOVA or ANOM,
described in Chapter 5, on means of continuous variables. For the CALR firm,
there are 5 segments based on a hierarchical clustering, which were
saved to the data table by clicking the RTM and
selecting Save Clusters. The data table contains the number of searches ...
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