Cluster Analysis for

Segmentation
Dr. Shiv M Kumar,
Fellow of Indian Institute of Management (IIM), Indore
Co-Founder, Augentia (www.augentia.com) & Augplat (www.augplat.com)
Lewes, USA | Bangalore, IN | Dubai, UAE

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Session Discussion Points

–What is Cluster Analysis?

–Applications of Cluster Analysis
–Types of Clusters
–K-Means clustering
–CASE: Glow Health New Product Adoption

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Segmentation: How to cluster it?
THE CONCEPT

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

WHAT IS CLUSTERING & SEGMENTATION?

Segmenting is the process of putting customers into groups based

on similarities, and clustering is the process of finding similarities in
customers so that they can be grouped, and therefore segmented.

They seem quite similar, but they are not quite the same.

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD