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How Many Customer (Types) You Really Have: an Introduction to Cluster Analysis
We’re excited to have WAW favorite Dr. Michael Levin back on stage at this month’s event to discuss the ins and outs of k-means cluster analysis (and demonstrate how it can be performed using Excel!). You will learn the difference between unsupervised and supervised learning, what the ‘k’ in k-means stands for, how a set of customer data can be used to group customers…statistically, and how and why any of that matters!
About our Speaker
|Michael A. Levin, Ph.D., serves as Associate Professor of Marketing at Otterbein University, where he teaches marketing analytics, retail management, and sales. His research focuses on technology, marketing strategy, and antitrust. Dr. Levin has published in several journals including Journal of Business Research, International Journal of Retail and Distribution Management, and the Journal of Personal Selling and Sales Management. He has presented at several management and marketing conferences, professional organizations including Web Analytics Wednesday and delivered keynote addresses at retail conferences. Dr. Levin advises Otterbein’s award-winning analytics team and remains an active supporter of undergraduate research. Currently, he serves as the treasurer for the Society of Marketing Advances, an international group serving members of the marketing academy.|
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