From the course: Building a Journey Map: A Hands-On Workshop

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Cluster analysis for large volumes of data

Cluster analysis for large volumes of data

From the course: Building a Journey Map: A Hands-On Workshop

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Cluster analysis for large volumes of data

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- Do you have so much data that you don't know how to tell your customers' stories? Having too much data can be just as paralyzing as having too little. In this video, we'll look at different ways to cluster your data into groups so that you can assess and analyze the data for your journey map. This method is called cluster analysis. What it allows you to do is take different types of data from your participants and see how similar the responses are. The analysis then groups people with a pattern of similarities. This enables you to segment your audience and create personas when you either have a large amount of data or unclear data. Graphically, you can see where some respondents have more in common than others. These are the clusters. While the technical aspects of building these models is beyond the scope of this course, understanding the foundational concepts of cluster analysis can help you understand why…

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