Output

The results are displayed in the Cluster Model Viewer.

• The model summary indicates that four clusters were found based on the seven input features (fields) you selected.
• The cluster quality chart indicates that the overall model quality is in the middle of the "Fair" range.

1. Double-click the Cluster Model Viewer output to activate the Model Viewer.

   

2. From the View drop-down list at the bottom of the Cluster Model Viewer window, select Clusters.

   

   The Cluster view displays information on the attributes of each cluster.

   • For continuous (scale) fields, the mean (average) value is displayed.
   • For categorical (nominal, ordinal) fields, the mode is displayed. The mode is the category with the largest number of records. In this example, each record is a customer.
   • By default, fields are displayed in the order of their overall importance to the model. In this example, Age has the highest overall importance. You can also sort fields by within-cluster importance or alphabetical order.

   If you select (click) any cell in Cluster view, you can see a chart that summarizes the values of that field for that cluster.

3. For example, select the Age cell for cluster 1.

   

   For continuous fields, a histogram is displayed. The histogram displays both the distribution of values within that cluster and the overall distribution of values for the field. The histogram indicates that the customers in cluster 1 tend to be somewhat older.

4. Select the Age cell for cluster 4 in the Cluster view.

   

   In contrast to cluster 1, the customers in cluster 4 tend to be younger than the overall average.

5. Select the Income category cell for cluster 1 in the Cluster view.

   

   For categorical fields, a bar chart is displayed. The most notable feature of the income category bar chart for this cluster is the complete absence of any customers in the lowest income category.

6. Select the Income category cell for cluster 4 in the Cluster view.

In contrast to cluster 1, all of the customers in cluster 4 are in the lowest income category.

You can also change the Cluster view to display charts in the cells, which makes it easy to quickly compare the distributions of values between clusters by using the toolbar at the bottom of Model Viewer window to change the view.

Looking at the Cluster view and the additional information provided in the charts for each cell, you can see some distinct differences between the clusters:

• Customers in cluster 1 tend to be older, married people with children and higher incomes.
• Customers in cluster 2 tend to be somewhat older single mothers with moderate incomes.
• Customers in cluster 3 tend to be younger, single men without children.
• Customers in cluster 4 tend to be younger, single women without children and with lower incomes.

The Description cells in the Cluster view are text fields that you can edit to add descriptions of each cluster.

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