Brendan Whitney

Articles by Brendan Whitney, Data Scientist at Faraday

16 Dec 2020 • 3 min read

K-means clustering: Finding the optimal number of personas

Our clients expect that their persona groups won't shift every time they convert a lead. This is why we are currently researching a new method for determining the optimal number of personas, which focuses on the stability of the persona group.

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8 Dec 2020 • 3 min read

K-means clustering: Developing customer personas

K-means clustering is an unsupervised clustering algorithm that dates back to 1957. At Faraday, we use this algorithm to target the optimal number of personas hidden within your data.

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