What is Micro Clustering and why Is It Important to your brand ?

In the context of population segmentation, audience & customer clustering analysis is the use of a mathematical model to discover groups of relevant people based on finding the smallest variations among them within each group. These homogeneous groups are known as “Micro Clusters” .

The goal of cluster analysis in Political and Social activity , as well as in Marketing , is to accurately segment customers in order to achieve deeper understanding with the segment for a more effective communication via personalization.

Main characteristics of the cluster approach:

2. Homogeneity — the variation within each group is very small — so this is an optimal way to tailor decisions to cluster members.

1. Efficiency — Micro-Clusters based analysis is the best tool for creating a quick multidimensional picture of any population.

3. Predictability — understanding the attitudes of a specific Micro-Cluster allows you to follow them over time and predict their reaction to evolving events.

What are the benefits to your company ?

In-depth familiarity with different audiences in the society

- Understanding trends

- Understanding audience behaviors, attitudes and needs

- Predicting behaviors and preferences

• Providing actionable insights — improving campaigns, dialog and interaction with the relevant target audience.

One of the leading company in this area called Hive

Hive uses AI, NLP, and Big data to provide its customers with a scientific segmentation. The Micro- Clusters approach that is based on social and digital listening assists in better people modeling and predictive analytics, is used to target people and customers with customized communication, support, offers, solutions and incentives personalized to their needs and preferences.

The data collected by Hive’s technology reveals the prototypes that inherently exist within any population and any group of people.