Análisis Clúster Jerárquico en SPSS + Descripción de Clústers | Pablo Vailati 🙋🏼‍♂️

We performed a hierarchical cluster analysis in SPSS and defined the segments found. Cluster analysis is a technique used to classify cases into relatively homogeneous groups (clusters) without knowing the groups they belong to a priori. In marketing, it is extremely useful for segmentation, primarily for using psychographic and behavioral variables. There are different clustering procedures, but in this case, we studied hierarchical cluster analysis, which involves developing a hierarchy or tree-like structure.