Clustering is the act of grouping a set of items that look alike and have common characteristics: these groups are called clusters.

For instance, all users of one product can be grouped into a specific cluster. Clustering is a type of segmentation – it allows marketers to deliver a message designed for a small group of individuals (this is known as “one to few”) instead of delivering a unique message to a large number of addresses (this is known as “one size fits all”).

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