The statistics of segmentation and classification [electronic resource] / Barry Leventhal.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Targeting and segmentation in marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (47 min.) : color, sound)Subject(s): Market segmentation | Target marketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: The process of building a segmentation -- Define business objectives -- Obtaining and preparing data -- Stages of the segmentation process -- Extract principal components or key variables -- Method A: identify most discriminatory variables -- Method B: use principal components analysis -- A graphical explanation of principal components -- Cluster analysis -- A graphical view of cluster analysis -- Interpreting clusters -- Testing the segmentation -- Segment migration analysis -- Communicate and deploy the segmentation -- Classifying individuals to segments -- Classification of further individuals Apply existing segmentation model -- Build segment attribution model -- Survey segmentation attribution process -- Summary of main points.
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Mode of access: World Wide Web.