Goal: Utilize KMeans Clustering, RandomForest, and other Classification methods to solve marketing problems such as Market segmentation and predict Competitive marketing spend
- Top 30 tech companies' info from Fortune.com
- Competitive Advertising Spend from research firm Kantar
- TV/Radio Audience Population from research firm Nielsen
Media Mix and Market Mix of top 30 tech companies in 2019
While some companies spent higher % in National advertising, some other companies focused on local marketing strategies
I am trying to create clusters for US 210 DMAs based on tech industry advertisers' local spend to have a deeper understanding on the similarities among the markets.
The implication can be: find out market groups that tech advertiser prioritize or heavily advertise in; create local marketing strategies that cater to each group.