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Market Data Analysis Using JMP by Walter R. Paczkowski

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Analyzing and Profiling Segments

Introduction

It’s not enough to know that the individuals in your sample belong to certain groups. You also need to describe those groups so that your marketing group can develop a marketing mix for each of them.

Analyzing Segments

The analysis consists of checking for differences across the segments in key variables, including those used in the segmentation. There are several possibilities for analyzing the clusters, such as doing an ANOVA or ANOM, described in Chapter 5, on means of continuous variables. For the CALR firm, there are 5 segments based on a hierarchical clustering, which were saved to the data table by clicking the RTM and selecting Save Clusters. The data table contains the number of searches ...

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