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Tuesday, March 12 • 2:30pm - 2:55pm
Buyer persona creation using clustering algorithms

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The agenda of the presentation is to develop buyer personas by clustering analysis. Personas are the primary tools used by marketing to reach out to their customers and optimize marketing budgets. I will start by defining clustering which is an unsupervised machine learning technique. Then we will talk about why personas are important from a marketing and business standpoint. We will have high level overview of how we could select the relevant customer base, and what features could be included, and deep dive into what scaling techniques and different types of clustering algorithms that could be explored - hierarchical, kmeans and density based. Finally we discuss cluster visualization techniques, cluster evaluation metrics, and how we finally chose k in the selected kmeans model.

avatar for Saksham Grover

Saksham Grover

Data Scientist, Nordstrom
I am currently a data scientist with Nordstrom in the customer and product data science team.  I graduated in masters in analytics from the University of Southern California (USC) Marshall school of business. My areas of interest are segmentation, NLP and impact analysis. I am motivated... Read More →

Tuesday March 12, 2019 2:30pm - 2:55pm PDT
1-Rm 102 350 Oracle Parkway, Redwood City, CA, United States