OM612 C (2017) - Business Analytics

Assignment # 07

Case Application Exercise - PDA Segmentation and Targeting

EXERCISES

1. Perform cluster analysis using K means algorithm. Iterate different cluster solutions and

determine the optima number of clusters. Based on this, provide the optimal cluster solution

and Using Silthoute Coefficient measure, assess the validity of clustering performance.

2. Identify and profile (name) the clusters that you select. Given the attributes of ConneCtor,

which clusters would you target for your marketing campaign?

3. Using decision tree method, explain how would you go about targeting the segments you

picked in question 2?

4. How has this analysis helped you to segment the market for ConneCtor?

5. What are the next steps you would recommend for Netlink and the development of

ConneCtor?

Develop a report in MS word document with answers to all the questions supported by

appropriate measures, tables, charts extracted from R / Rattle.