Marketers often try to reach different customer segments with a targeted marketing message or product. Personalizing messages for the different needs and wants of each customer segment is often more effective. To design these targeted messages, companies need to be able to identify similar traits within unique customer groups. Clustering algorithms can identify groups with similar traits. When companies understand these groups, they can then target each group using strategies that specifically fit their needs and wants. The results of clustering help companies develop targeted marketing campaigns and tactics. Streaming services often use clustering analysis to identify viewers who have similar watching habits. For example, a streaming service, like Hulu, may collect the following data about individuals: Minutes watched per day Total viewing sessions per week Number of unique shows viewed per month Using these metrics, a streaming service can perform cluster analysis to identify high usage and low usage users so that they can know who they should spend most of their marketing dollars on. Before you begin, be sure you review the following resources: https://youtu.be/Se28XHI2_xE In your original post, answer the following: How can the use of cluster analysis by streaming services for marketing purposes affect the diversity and inclusivity of content offerings, and what steps can these services take to ensure that their marketing efforts do not perpetuate existing biases and stereotypes? How can the use of cluster analysis by streaming services impact the way we consume media and shape our preferences, and what are the implications of this for the future of content creation and distribution? https://ecpi.instructure.com/courses/148421/modules/items/17408506 Chapter 8: Cluster Analysis https://ecpi.instructure.com/courses/148421/files/35815504/download?wrap=1
Marketers often try to reach different customer segments with a targeted marketing message or product. Personalizing messages for the different needs and wants of each customer segment is often more effective.