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Machine Learning with Spark - Second Edition by Nick Pentreath, Manpreet Singh Ghotra, Rajdeep Dua

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Targeted marketing and customer segmentation

In a manner similar to recommendations, targeted marketing uses a model to select what to target at users. While generally recommendations and personalization are focused on a one-to-one situation, segmentation approaches might try to assign users into groups based on characteristics and, possibly, behavioral data. The approach might be fairly simple or might involve approaches that try to assign users into groups based on characteristics and, possibly, behavioral data. The approach might be fairly simple or might involve a machine-learning model such as clustering. Either way, the result is a set of segment assignments that might allow us to understand the broad characteristics of each group of ...

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