APPLICATION OF CLUSTER ANALYSIS

– Market Segmentation: Grouping people by product consideration

– Sales Segmentation: What types of customers buy what products
– Credit Risk: Segmentation of customers based on their credit history
– Operations: High performer based on employees performance
– Insurance: Motor insurance policy holders with a high average claim cost
– City-planning: Groups of houses by type, value, and geographical location
– Geographical: Areas of similar land use in an earth observation database.

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

TYPES OF CLUSTER ANALYSIS

Non-Hierarchical
Clustering
Hierarchical
Clustering

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

NON-HIERARCHICAL CLUSTER ANALYSIS

• Partitional clustering or non-hierarchical : A division of

objects into non-overlapping subsets (clusters) such that
each object is in exactly onecluster
• Non-hierarchical methods divide a dataset of N objects into
M clusters.
• K-means clustering, a non-hierarchical technique, is the
most commonly used one in businessanalytics

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

HIERARCHICAL CLUSTER ANALYSIS

• Hierarchical clustering: A set of nestedclusters

organized as a hierarchical tree
• Hierarchical methods produce a set of nested clusters in
which each pair of objects or clusters is progressively nested
in a larger cluster until only one cluster remains
• CHAID tree is most widely used in businessanalytics

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD