Business Analytics Using SAS Enterprise Guide and SAS Enterprise Miner

Chapter 7: Cluster Analysis Using SAS Enterprise Miner

Introduction

Project Overview

Cluster Analysis

Initiate the Project

Input the Data Source and Assign Variable Roles

Transform Variables

Filter Data

Build Clusters

Build Segment Profiles

Analyze Clusters and Recommend Marketing or Product Development Actions

Notes from the Field

Introduction

In Chapter 5, you explored the DMR Publishing customer data to familiarize yourself with the data and look for customer patterns and trends. In Chapter 6, you compared the performance of DMR Publishing customers to the performance of the entire publishing market. In this chapter, your goal is to gain a deeper understanding of your customer base by grouping your customers into segments that have similar ...