BlueVenn provides the ability to build cluster models and predictive models using R modelling capabilities and K-Means algorithm methodology.
Note: For Attribution Models, see Using Attribution Sets within Campaigns
Click the model icon to expand the models menu and view your model elements.
To create a new model element click the + icon in the navigation pane and select from the models tools in the create menu.
Using a target audience or group of contacts and their demographic variables, users can use these models to understand the contacts better by splitting them into groups or clusters with common attributes in the data or predict how likely a contact is to react in the same way as the target audience.
Cluster Models
Clustering is the task of dividing the main contact group or data points into a number of groups so that data points in the same groups are more similar to other data points in the same group than those in other groups. In simple words, the aim is to segregate groups with similar traits and assign them into clusters.
Cluster models will then allow the user to select groups of contacts for analysis or campaign purposes that have been identified within the clusters produced inside the model.
Predictive Models
Predictive models are used to predict how likely a contact is to react in the same way as the target audience, e.g. to find contacts who are likely to become GPS customers we can identify those people that already are and use them as a target. Demographics can then be fed in for use by the model prediction process to identify the key characteristics of a GPS customer, and how they correlate to the rest of the domain.