You will explore techniques that can be used for cluster analysis based on a case scenario; this exercise is related to topics covered in week 8 lecture. This week's PBL work addresses the learning outcome: Model and evaluate real time decision data models using data analytics tools.

Marketing - What are the customer segments?

To answer this question, you may use relevant websites and data covering needs, attitudes, demographics and behaviour of customers. You have to present how cluster analysis helps in identifying:

homogenous groups of customers that have similar needs and attitudes.

potential customers from casual web browsers

The details of all the steps in deriving at the conclusion must be provided clearly.

Note: You have to research and may use appropriate existing data from websites or research publications. You have to provide detailed steps of the cluster analysis in reaching the conclusion.