MSM outputs
The system generates a variety of outputs to aid visualisation and communication of the results.
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Market Segment Master software
Market Segment Master® software is a quick and powerful tool for developing market segments from any set of data, allowing the user to segment market data and examine the resulting clusters. MSM is a market segmentation data processing system specifically designed for marketing staff. It enables the marketer to regain control of the analysis routines associated with market segmentation and generates the visual outputs required for effectively communicating the findings to others.
This software is a standalone product available on CD direct from The Marketing Process Company, priced at £ 3,000 + VAT or current US dollar or Euro equivalent. The software comes with a complete Help system and a full and extensive tutorial in its use and interpretation of the outputs. The underlying methodology and supporting textbook are shown below.
Purchase software
Contact the company for purchase details at info@themarketingprocessco.com
Please note we cannot accept payment by credit card.
MSM methodologies
MSM market segmentation using twin methodologies based on cluster maps and spread maps.
The Spread Map is an application of the Sammon mapping, which approximates local geometric relations in high-dimensional vectors by mapping them onto a two dimensional graphic plot. First, the distance between each pair of vectors is calculated. An initial mapping onto the display plane is chosen, and then the positions of the images are iteratively corrected so the distances between the images in the plane are as close as possible to the corresponding distances between the initial vectors. The number of corrections will be of the order of 10,000 to 100,000 times the number of vectors.
The Cluster Map alogorithm uses the Kohonen Map, a neural network which defines a mapping from a high-dimensional space to a 2-dimensional set of nodes. The number of rows and columns of the lattice nodes is chosen. Each node will have a weighting vector associated with it, and these vectors will be constantly adjusted through the alogorithm. The algorithm then runs through the records - for each record, it finds the node whose weighting vector best approximates it, and adjusts the vector so it better approximates the record. The vectors of the surrounding nodes are also adjusted. This process is repeated many times, with the amount that the weighting vectors are adjusted being decreased as the algorithm progresses. At the end of the algorithm, each record is associated with the node with the best matching weighting vector.
Market Segment Master was developed in conjunction with Professor Malcolm McDonald and Ian Dunbar of The Market Segmentation Company. Market Segment Master® and MSM™ are registered trademarks used by permission of the owners.
Supporting Text
Market Segmentation - How to do it - How to profit from it. |
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September 2004. McDonald, Dunbar. ISBN 0 7506 5981 5 |
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Buy Market Segmentation - How to do it - How to profit from it online |
