K-means Clustering Using R A Case Study of Market Segmentation

In recent years, machine learning is widely used to support human decision making in several related scientific areas such as medical, biological, image processing and so on. However in market classification, marketing segmentation is facing numerous challenges in defining specific target customer zones to help enterprises launching their marketing strategies. On the other hand, modem technologies and programming languages are providing support for statistical estimations and graphic visualizations, especially in the R language. In this paper, a k-means machine learning (ML) algorithm with an R language implementation is utilized for marketing segmentation in a specific case study of Black Friday for determining potential customer zones to make reasonable marketing strategies.