How to do Segmentation Right - A Practical Guide for Data Scientists

User Researchers and Marketers typically use surveys or interviews to probe users intentions and identify user groups while data analysts can make use of vast amounts of behavior data to cluster users into segments. But blindly applying textbook clustering methods can produce woefully bad results. We will illustrate how to avoid those pitfalls and produce meaningful segments, by walking through a real-world exercise taken from VSCO's user base.