What You Will Learn:
The different ways to segment users
Walk through a real-world segmentation exercise
There are different ways to segment users – marketers and user researchers typically use the interview or survey methods and segment users based on attitudes or intentions. By contrast, data analysts can use behavioral data to generate segments in a semi-automatic fashion and with little assumption about a user’s needs or intentions. This approach is particularly useful for understanding product usage, tracking user growth, and informing product decisions. But blindly applying clustering methods can produce woefully bad results. We will walk through a real-world segmentation exercise run at VSCO to illustrate how to properly apply clustering methods and avoid analysis pitfalls.
Speaker: Ruben Kogel, Director of Data Science, VSCO
Bio: Ruben is the head of data analytics at VSCO, a creative platform and a community for photographers. Prior to that he was leading content analytics at Udemy, an online education platform. And prior to that he had a completely different job working on chip manufacturing technology. Ruben’s interests span statistics, machine learning, economics, and photography. You can follow him on Twitter or on LinkedIn.