APPLYING CLUSTER ANALYSIS TO BUILDING COMPANY'S MARKETING STRATEGY

In spite of the wide spreading of methods to segment customers into groups for marketing purposes, the popularity of using statistical methods for automated and independent is growing simultaneously. Nevertheless, clustering algorithms and other data science techniques are hard to implement into the current company's strategy and use them as a main tool for decision making. However, there are data, i.e. driven companies which use full power of data science and prediction analytics. This study aims at showing possible ways of using clustering in forming marketing strategy of a company and gives an example of using a cluster analysis into the real world problem.