Clustering is a data science technique that involves differentiating and grouping customers or prospects in a database based on their similarities. This process uses mathematical algorithms to identify hidden patterns in the data and automatically group different people together.
Do you want to get to know your customers and give them what they really need? Then clustering is what you need. In this article, we'll tell you how to implement it in your business and all the benefits it offers.
Are you thinking about implementing data science in your company and have questions? Click here to schedule a consultation with us . We'll help you determine if this tool fits your goals and how it can benefit you.
Differences between clustering and audience or customer segmentation
Before getting into the subject, it's important to be clear about two concepts. Perhaps reading the definition of clustering reminded you of another marketing technique known as audience segmentation. This is normal, as both involve grouping customers or potential customers according to their characteristics. However, the approach is somewhat different.
The main difference between these two techniques is precision. Unlike audience segmentation, clustering uses mathematical criteria and data science or
whatsapp number database machine learning , which allows the groups to be constantly updated so that the information they provide is much more useful to the brand.
In addition, clustering also allows us to group our audiences based on more complex variables such as interests, motivations, or purchasing behaviors. But not only that, it also allows for less intuitive groupings based on non-predefined criteria, which allows common elements that the human eye cannot detect to come to light.
That said, clustering is also often used as a complement to absence or customer segmentation , seen as a further step that allows for refining established consumer profiles. Clustering allows for the identification of important data that would not have been possible without this method.
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