Clustering in Digital Marketing: What it is and how to segment your audience effectively
Posted: Mon Dec 23, 2024 5:14 am
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Clustering is a data science technique that consists of differentiating and grouping clients or prospects in a database based on their similarities. This procedure uses mathematical algorithms to identify hidden patterns in the data and group different people automatically.
Do you want to know your customers and give them what they really need? Then clustering is what you need. In this article we tell you how to implement it in your business and all the benefits it has.
Are you thinking about hr email list applying Data Science in your company and have questions? Click here and book a consultation with us . We will help you define whether this tool fits your objectives and how it can benefit you.
Differences between clustering and audience or customer segmentation
Before we get into the subject, it is important to be clear about two concepts. Perhaps when reading the definition of clustering, it may have sounded familiar to you and reminded you of another technique known in marketing as audience segmentation. And this is normal, since both consist of grouping clients or potential clients 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 machine learning , which allow groups to be kept constantly updated so that the information they provide is much more useful for the brand.
In addition, clustering also allows us to group our audience according to more complex variables such as interests, motivations or purchasing behaviour. But not only that, it also allows us to make less intuitive groupings according to non-predefined criteria, which allows common elements to come to light that the human eye cannot detect.
That said, clustering is often used as a complement to absence or customer segmentation , and is seen as a further step in refining already established consumer profiles. Clustering allows for the identification of important data that would not have been possible without this method.
SEGMENTATION
CLUSTERICATION
Approach : part of criteria pre-established by the professional based on his knowledge of the market
Groups : they are more homogeneous
Variables : less complex and easier to detect
Approach : Algorithms identify hidden patterns that are difficult to detect with the naked eye.
Groups : they are more heterogeneous
Variables : they are more complex and difficult to detect
Importance of clustering in digital marketing
Let's get down to business! Why should you implement clustering in your company? First of all, it is a technique that, if you combine it with segmentation, will allow you to make more precise groupings of your audience. This will make it easier for you to create a more appropriate and effective message for each buyer persona and get to know your audience better, as well as better target your marketing campaigns to generate better results.
On the other hand, clustering will bring new customer segments before your eyes that you were not aware of, thus revealing new market niches and opportunities that you may not have known about. This, in turn, will make it easier for you to create new products and services for these segments or to improve existing ones.
Look for
There are no suggestions because the search field is empty.
Clustering is a data science technique that consists of differentiating and grouping clients or prospects in a database based on their similarities. This procedure uses mathematical algorithms to identify hidden patterns in the data and group different people automatically.
Do you want to know your customers and give them what they really need? Then clustering is what you need. In this article we tell you how to implement it in your business and all the benefits it has.
Are you thinking about hr email list applying Data Science in your company and have questions? Click here and book a consultation with us . We will help you define whether this tool fits your objectives and how it can benefit you.
Differences between clustering and audience or customer segmentation
Before we get into the subject, it is important to be clear about two concepts. Perhaps when reading the definition of clustering, it may have sounded familiar to you and reminded you of another technique known in marketing as audience segmentation. And this is normal, since both consist of grouping clients or potential clients 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 machine learning , which allow groups to be kept constantly updated so that the information they provide is much more useful for the brand.
In addition, clustering also allows us to group our audience according to more complex variables such as interests, motivations or purchasing behaviour. But not only that, it also allows us to make less intuitive groupings according to non-predefined criteria, which allows common elements to come to light that the human eye cannot detect.
That said, clustering is often used as a complement to absence or customer segmentation , and is seen as a further step in refining already established consumer profiles. Clustering allows for the identification of important data that would not have been possible without this method.
SEGMENTATION
CLUSTERICATION
Approach : part of criteria pre-established by the professional based on his knowledge of the market
Groups : they are more homogeneous
Variables : less complex and easier to detect
Approach : Algorithms identify hidden patterns that are difficult to detect with the naked eye.
Groups : they are more heterogeneous
Variables : they are more complex and difficult to detect
Importance of clustering in digital marketing
Let's get down to business! Why should you implement clustering in your company? First of all, it is a technique that, if you combine it with segmentation, will allow you to make more precise groupings of your audience. This will make it easier for you to create a more appropriate and effective message for each buyer persona and get to know your audience better, as well as better target your marketing campaigns to generate better results.
On the other hand, clustering will bring new customer segments before your eyes that you were not aware of, thus revealing new market niches and opportunities that you may not have known about. This, in turn, will make it easier for you to create new products and services for these segments or to improve existing ones.