Segmentation Analytics with SAS Viya: An Approach to Clustering and Visualization

Length: 136 pages
Edition: 1
Language: English
Publisher: SAS Institute
Publication Date: 2021-07-13
ISBN-10: 1951684052
ISBN-13: 9781951684051
Sales Rank: #1912612 (See Top 100 Books)

Better understand your customers using segmentation analytics in SAS® Viya®!

Segmentation Analytics with SAS® Viya®: An Approach to Clustering and Visualization demonstrates the use of clustering and machine learning methods for the purpose of segmenting customer or client data into useful categories for marketing, market research, next best offers by segment, and more. This book highlights the latest and greatest methods available that show the power of SAS Viya while solving typical industry issues. Packed with real-world examples, this book provides readers with practical methods of using SAS Visual Data Mining and Machine Learning (VDMML), SAS Model Studio, SAS Visual Statistics, SAS Visual Analytics, and coding in SAS Studio for segmentation model development and analysis.

This book is designed for analysts, data miners, and data scientists who need to use the all in-memory platform of SAS Viya for the purposes of clustering and segmentation. Understanding how customers behave is a primary objective of most organizations, and segmentation is a key analytic method for achieving that objective.

Cover
Title Page
Copyright Page
Contents
About This Book
About The Author
Acknowledgments
Chapter 1: Introduction to Segmentation Using SAS
    Introduction
    Segmentation: Art, Science, or Both
    Use Case 1: Strategic Product Segmentation
    Use Case 2: Strategic Sales Segmentation
    References
Chapter 2: Why Classification and Segmentation Are Important in Business and Science
    Some Applications of Clustering and Segmentation
    Clustering Applications on Unstructured Data
    Reference
Chapter 3: The Basics of Clustering and Segmentation in SAS Viya
    Introduction
    Task 1: Using SAS Visual Statistics for Clustering
    Task 2: Using SAS Visual Data Mining and Machine Learning (VDMML) in Model Studio
    Segmentation Guidelines and Insights
    Task 3: Using Programming in SAS Studio with CAS and Procedures
    References
Chapter 4: Envisioning Underlying Structure and Clusters in Your Data
    What Is t-SNE and How Does It Work?
        How Does t-SNE Work?
    Task 1: Using SAS Studio Programming – Feature Engineering and the Impact on ML Methods
    Task 2: Using SAS Studio Programming – Clustering and t-SNE Comparison
    References
Chapter 5: Ensemble Segmentation: Combining Segmentations Algorithmically
    Methods of Ensemble Segmentations
    Ensemble Segmentation
        Task 1: Using SAS Studio Programming – Ensemble Segmentation Analytics Example
        Task 2: Build Your Own Ensemble Segmentation
    References
Chapter 6: Tying it All Together: Business Applications
    Introduction
    Tale of Two Customers
    Applications of Ensemble Segmentation
    Applications of Time Series Segmentations
        Measuring Transactions as a Time Series
    Applying Predictive Analytics to Segments
        Analysis of Survey Responses: An Overview
        Predicting Attitudinal Survey Segments
    Task 1: Predicting Survey Segments from a Market Research Survey
    References
Appendix 1: Data Sets and Attribute Descriptions
Appendix 2: Review of Clustering