Modern Visualizations for Cluster Partitions

• Activity Number: 537
• Type: Contributed
• Date/Time: Wednesday, August 12, 2015 : 10:30 AM to 12:20 PM
• Sponsor: Section on Statistics in Marketing
• Author(s): Ewa Nowakowska* and Joseph Retzer
• Companies: GfK and Market Probe
• Keywords: segmentation ; model selection ; visualization

Abstract

Visualization is an important part of the segmentation process. It is essential not only for evaluation and model selection but also for communicating results to clients. However, as data size and complexity increases it becomes challenging and traditional approaches often cease to suffice. Also, new tools become available that allow for interaction with the results rather than for mere static summary of the findings. This presentation discusses and illustrates several approaches for evaluating and visualizing data partitions. Modern approaches are contrasted with traditional methods and use cases are shown for both. Graphical examples include parallel coordinate plots, migration charts, chord diagrams etc. They use a variety of software solutions including R and JavaScript. The challenge of making visualizations interactive is also addressed and an example of a cloud-based interactive visualization is given.