Market Segmentation: Machine Learning in Marketing with Clustering Model

Chambi Condori P.P.; Coaquera Y.V. · Advances in Digital Marketing in the Era of Artificial Intelligence: Case Studies and Data Analysis for Business Problem Solving (2024) · DOI: 10.1201/9781003450443-18

Resumen

The COVID-19 health crisis has led to unprecedented changes in consumer behavior, as consumers now purchase differently and use different means. Consumers are checking and judging products via electronic devices, shaping trends in consumer segments. This research study aimed to use the clustering model with Machine Learning resources in the analysis of clusters as a resource for consumer segmentation, a major component in business marketing management. The use of artificial intelligence in market segmentation makes it possible to obtain the optimal number of clusters and their components from the performance indicator sought by Machine Learning, unlike statistical methods, it provides a level of accuracy.

Instituciones: Universidad Nacional Jorge Basadre Grohmann