When you are thinking about the different persona’s that represent your company, you might not notice all the patterns in your data that clustering can find. Maybe you have been marketing to 3 personas, but your cluster analysis shows a fourth group popping up that might be a new channel for you to focus your marketing efforts on.
Cluster analysis is a data science technique used to define where different groups exist. When you’re analyzing a data set, this will show you which points are similar to each other, creating a cluster.
Why is this important for marketing?
Clustering is an awesome tool that can help you and your marketing team figure out how many different groups of people are interested in your products or services or who's visiting your site. Your “clusters” can be defined as personas or a representation of your ideal customer, based on information you have on existing customers.