Customer Segmentation

Using Self-Organizing Map code developed in R and ACS demographic data, I created a customer segmentation for a large restaurant chain.  The value in using SOM techniques lie in the neural network methodology which accurately learns key features on highly dimensional data and visualizes it in a user friendly way.  The map below shows the key features within each node by fan diagrams and colors coding the primary clusters.

Visualizations by Spencer Davison and inspired by, Tableau Public, and various other sites in the analytics community.