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Cluster Analysis Techniques for Marketing Analytics

Student: Daniil Kreknin

Supervisor: Alexander Porshnev

Faculty: Faculty of Management

Educational Programme: Marketing (Master)

Year of Graduation: 2018

The technique of using cluster analysis of marketing data is described in this research on example of car accessories online shop. All steps of gathering, transformation and clusterization of non-numeric data are presented in this paper. Author gives an answer on a question: "Which marketing tasks may be solved by cluster analysis?".

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