Tourism Cluster Seminar: Professor Friedrich Leisch
Using R for advanced market segmentation and visualization
Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this talk we present novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theory–practice divide’ in market segmentation.
Friedrich Leisch holds a Master and PhD degree in Applied Mathematics from the Vienna University of Technology. He works as a professor and head of the Institute of Applied Statistics and Computing at the University of Natural Resources and Life Sciences, Vienna,
Austria. His research interests include statistical computing, multivariate statistics, cluster analysis, mixture models, generalized regression, biostatistics, and software development and statistical applications in life and business sciences. He has been a member of the R Core Development Team since 1997 and is one of the initiators of the Comprehensive R Archive Network CRAN.