Trojan Analytics is a Web analytics and Customer Engagement Service firm that sells a product called "InZights." InZights gives detailed business insights on individual visitor data within milliseconds and gives users the tools to analyze, visualize and measure that customer value in real time for small companies. InZights gives its users the ability to automatically and manually interact with and engage individual visitors in addition to the more traditional analytics functions.

Trojan Analytics wants to sell their product to small businesses with web presence and has hired Mark as CDMA (Chief Digital Marketing Officer). Since they are a well-funded startup company with strong product and they are spending $50,000 every month on their marketing campaign.

GOAL: Mark should help Trojan Analytics to drive MAXIMUM possible RELEVANT traffic to the company website for InZights Product Sale.

Mark wants to cluster the keyword data using the following variables: Competition, Average Monthly searches and Estimated Avg. CPC.

Mark selected the top 100 keywords with the highest monthly searches and wanted to learn more from the dataset by clustering the data set. He created 5 clusters using Partitional Clustering Method and got the following results, In addition he did correlation Analysis on the variables to get additional Insights.