Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects

• Published in: E3S web of conferences Vol. 307; p. 3001
• Main Authors: Khomenko, Liliia, Saher, Liudmyla, Letunovska, Nataliia, Jasnikowski, Adam
• Format: Journal Article Conference Proceeding
• Language: English
• Published: Les Ulis EDP Sciences 01.01.2021
• Subjects: Advertising campaigns; Blood & organ donations; Children; Cluster analysis; COVID-19; Demographics; Demography; Digital marketing; Health care; Health problems; Information sources; Internet; Lifestyles; Market strategy; Pandemics; Recruitment; Segmentation; Segments; Sustainable development; Young adults; Ukraine

The work aims to analyse the youth by lifestyle and divide it into segments for more effective interaction in advertising campaigns. The object of the study is young people aged from 18 to 35 living in Sumy, Ukraine. It was performed a cluster analysis using the k-means method in the program Statist...