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R: Data Analysis and Visualization by Ágnes Vidovics-Dancs, Kata Váradi, Tamás Vadász, Ágnes Tuza, Balázs Árpád Szucs, Julia Molnár, Péter Medvegyev, Balázs Márkus, István Margitai, Péter Juhász, Dániel Havran, Gergely Gabler, Barbara Dömötör, Gergely Daróczi, Ádám Banai, Milán Badics, Ferenc Illés, Edina Berlinger, Bater Makhabel, Hrishi V. Mittal, Jaynal Abedin, Brett Lantz, Tony Fischetti

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Example – finding teen market segments using k-means clustering

Interacting with friends on a social networking service (SNS), such as Facebook, Tumblr, and Instagram has become a rite of passage for teenagers around the world. Having a relatively large amount of disposable income, these adolescents are a coveted demographic for businesses hoping to sell snacks, beverages, electronics, and hygiene products.

The many millions of teenage consumers using such sites have attracted the attention of marketers struggling to find an edge in an increasingly competitive market. One way to gain this edge is to identify segments of teenagers who share similar tastes, so that clients can avoid targeting advertisements to teens with no interest in the product ...

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