Mastering Machine Learning Algorithms - Second Edition

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Clustering and Unsupervised Models for Marketing

This chapter is dedicated to two methods that can be extremely helpful in marketing applications. Unsupervised learning has many interesting applications in contexts where it's necessary to structure the knowledge a business has about customers, in order to optimize promotional campaigns, recommendations, or marketing strategies. This chapter shows how it's possible to exploit a particular kind of clustering to find similarities among sets of customers and products, and how to extract logic rules that describe and synthesize the behavior of customers selecting products from a catalog. Using these rules, marketeers can understand how to optimize their promotions, how to rearrange the position ...