2024
DOI: 10.34010/komputa.v13i1.11710
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Comparison of K-Means, Affinity Clustering, and Mini Batch K-Means Algorithms for Market Segmentation Analysis

Andrew Castello Purba,
Teny Handhayani

Abstract: Market segmentation is the process of dividing a market into homogeneous groups of buyers based on certain characteristics. Market segmentation is important for businesses to understand the needs and behaviors of their customers so that they can develop more effective marketing strategies.This study compares three clustering methods, namely K-Means Clustering, Affinity Propagation Clustering, and Mini Batch K-Means, in the context of market segmentation analysis. The data used is the marketing_campaign.csv dat… Show more

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