Table 13.
Web visit cluster comparison
| Method | Cluster | Size (%) | Silhouette coeff. | Persona |
|---|---|---|---|---|
| K-means | 1 | 15.04 | 0.31 | Get-in-touch |
| 2 | 49.63 | 0.40 | Accidentals/Drop-offs | |
| 3 | 16.23 | −0.05 | Engrossed: Moderate engagement | |
| 4 | 11.84 | 0.13 | Seekers | |
| 5 | 7.26 | 0.01 | Engrossed: High engagement | |
| Hierarchical | 1 | 38.19 | −0.21 | Engrossed |
| 2 | 8.39 | 0.15 | Seekers | |
| 3 | 10.96 | 0.60 | Accidentals | |
| 4 | 30.35 | 0.38 | Drop-offs | |
| 5 | 12.10 | 0.39 | Get-in-touch | |
| DBSCAN | 0 | 47.97 | −0.11 | Noise (resembles Engrossed) |
| 1 | 37.14 | 0.45 | Accidentals/Drop-offs | |
| 2 | 9.01 | 0.45 | Get-in-touch | |
| 3 | 4.11 | 0.21 | Seekers: Short-courses | |
| 4 | 1.77 | −0.34 | Seekers: Apprenticeships |