Segmentation algorithms
Antonios Matzakos Chorianopoulos · 2015
This chapter presents some of the most useful clustering algorithms used for behavioral segmentation: K-means/K-medoids and the TwoStep cluster algorithm. It also focuses on principal components analysis (PCA) which is often used as a dimensionality reduction step before clustering. The algorithms are presented in plain language with the use of three very popular data mining tools: IBM SPSS Modeler, RapidMiner, and Data Mining for Excel.