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T1  - Clustering for Customer Segmentation 
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UR  - URN:NBN:fi:hulib-202107263426; http://hdl.handle.net/10138/332601 
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A1  - Laaksonen, Jenniina 
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PB  - Helsingin yliopisto 
Y1  - 2021 
LA  - eng 
AB  - Understanding customer behavior is one of the key elements in any thriving business. Dividing customers into different groups based on their distinct characteristics can help significantly when designing the service. Understanding the unique needs of customer groups is also the basis for modern marketing. The aim of this study is to explore what types of customer groups exist in an
entertainment service business.

In this study, customer segmentation is conducted with k-prototypes, a variatio... 
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KW  - Unsupervised learning; Clustering; Customer segmentation; K-prototypes; ei opintosuuntaa; no specialization; ingen studieinriktning; Datatieteen maisteriohjelma; Master's Programme in Data Science; Magisterprogrammet i data science 
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