Abstract
Marketing data analysis typically aims to gain insights for targeted promotions or, increasingly, to implement collaborative filtering. Ideally, data would be visualised directly. There is a scarcity of methods to visualise the position of individual data points in clusters, mainly because dimensionality reduction is necessary for analysis of high-dimensional data and projective methods tend to merge clusters together. This paper proposes a cluster-based projective method to represent cluster membership, which shows good cluster separation and retains linear relationships in the data. This method is practical for the analysis of large, high-dimensional, databases, with generic applicability beyond marketing studies. Theoretical properties of this non-orthogonal projection are derived and its practical value is demonstrated on real-world data from a web-based retailer, benchmarking with the visualisation of clusters using Sammon and Kohonen maps.
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Lisboa, P.J.G., Patel, S. (2004). Cluster-Based Visualisation of Marketing Data. In: Yang, Z.R., Yin, H., Everson, R.M. (eds) Intelligent Data Engineering and Automated Learning – IDEAL 2004. IDEAL 2004. Lecture Notes in Computer Science, vol 3177. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-28651-6_81
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DOI: https://doi.org/10.1007/978-3-540-28651-6_81
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-22881-3
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