Six steps of the analytics of segmenting, targeting, and positing (STP)

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QUESTION
 
practice the six steps of the analytics of segmenting, targeting, and positing (STP) for Chipotle. In this process, you will run a cluster analysis on either Excel, R, or Python. This case analysis should take you about 45 to 85 minutes. You will need to download these two files:
Chipotle Questionnaire and Data Key (student).docx Download Chipotle Questionnaire and Data Key (student).docx
Chipotle Excel Sheet (student).xlsx Download Chipotle Excel Sheet (student).xlsx
Note, if you want to use R or Python instead of Excel, please view the Excel data above, but there are unique and specific data files for these applications below under the analysis steps section highlighted below that will walk you through running cluster analysis on whichever tool you prefer.
Task #2:
Follow this STP analytics process outlined below, you may use Excel, R, or Python, there are how-to and data sets highlighted below this task.
Open Chipotle.xlsx (found above) in Excel or Google Sheets. And open Chipotle Data Key.docx (found above) in Word or Google Docs.
Classify each variable in the Chipotle dataset as the following (or “none”):
A. Demographic segmentation
B. Psychographic segmentation
C. Behavioral segmentation
D. Outcome
E. Marketing mix
– Product
– Place
– Price
– Promotion
F. Not to be used
3. Decide on a distinct number of clusters (3 or 4), discussing whether there is a marketing reason for this number of clusters.
4. Open Chipotle.xlsx to run a cluster analysis (or R or Python, see highlight section below).
5. Segment the data using the K-means method. Choose whatever variables you think are best for segmentation: demographic, psychographic or behavioral variables. State which you chose and why.
 
 
 

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