Part 2: The maths behind K-Means Clustering (or how Marketers recognise people like you)

k-Means Clustering is a key component of data marketing, powering the ability to target like-minded audiences with appropriate offers and messages. The maths behind k-means clustering though is actually quite basic. In this video, I explain how you probably learned this theory in High School. It's background information to the Data Marketing Resources Excel spreadsheet designed to help you segment your audiences. You can download the spreadsheet for free from data-marketing.co.uk.

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