Unlike traditional algorithms, clustering is an unsupervised machine learning technique that does not use any defined variables (dependent or independent).

Clustering algorithms aim to identify and aggregate groups of users, according to varying degrees of complexity in the cross-referencing of information.

This segmentation is characterised by:

• A strong consistency within each group
• Significant differences between groups

In other words, members of the same group are very similar and members of different groups are extremely different.

This technique allows digital marketers to adapt their content to the identified audiences.

See also: Machine learning, Variable, Segmentation