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my question is about choosing the appropriate distance measure (e.g.euclidean, mahattan etc.) for clustering. My data set hast got 18 columns and 821000 rows. It is about online browsing behaviour of customers of an online shop. I would like to cluster the users based on their browsing behavior to make better statements regarding shopping cart abandonment. The variables in the columns are the number of shopping baskets, number of articles in the shopping baskets, number of page impressions, number of product pages viewed, number of category pages viewed, shopping basket cancellations, existing customer new customer etc... All my variables are continous.

The users with similar browsing behaviour should represent a cluster. I have also looked at the distributions of my variables, as they are relevant for the selection of the distance measure. Most of my variables are right skewed. Many users only have one shopping cart, they only look at a few pages, so how can I choose the right distance measure from my data set?And above all, what information about my data distribution is crucial in order to choose the distance measurement?

dput(rbind(head(WKA_ohneJB, 10), tail(WKA_ohneJB, 10)))
structure(list(X = c(1L, 2L, 3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L, 
821039L, 821040L, 821041L, 821042L, 821043L, 821044L, 821045L, 
821046L, 821047L, 821048L), BASKETS_NZ = c(1L, 1L, 1L, 1L, 1L, 
1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L), 
LOGONS = c(1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 0L, 1L, 
1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L), PIS = c(71L, 39L, 50L, 4L, 
13L, 4L, 30L, 65L, 13L, 31L, 111L, 33L, 3L, 46L, 11L, 8L, 
17L, 68L, 65L, 15L), PIS_AP = c(14L, 2L, 4L, 0L, 0L, 0L, 
1L, 0L, 2L, 1L, 13L, 0L, 0L, 2L, 1L, 0L, 3L, 8L, 0L, 1L), 
PIS_DV = c(3L, 19L, 4L, 1L, 0L, 0L, 6L, 2L, 2L, 3L, 38L, 
8L, 0L, 5L, 2L, 0L, 1L, 0L, 3L, 2L), PIS_PL = c(0L, 5L, 8L, 
2L, 0L, 0L, 0L, 24L, 0L, 6L, 32L, 8L, 0L, 0L, 4L, 0L, 0L, 
0L, 0L, 0L), PIS_SDV = c(18L, 0L, 11L, 0L, 0L, 0L, 0L, 0L, 
0L, 1L, 6L, 0L, 0L, 13L, 0L, 0L, 1L, 15L, 1L, 0L), PIS_SHOPS = c(3L, 
24L, 13L, 3L, 0L, 0L, 6L, 28L, 2L, 11L, 71L, 16L, 2L, 5L, 
6L, 0L, 1L, 0L, 3L, 2L), PIS_SR = c(19L, 0L, 14L, 0L, 0L, 
0L, 2L, 23L, 0L, 3L, 6L, 0L, 0L, 20L, 0L, 0L, 3L, 32L, 1L, 
0L), QUANTITY = c(13L, 2L, 18L, 1L, 14L, 1L, 4L, 2L, 5L, 
1L, 5L, 2L, 2L, 4L, 1L, 3L, 2L, 8L, 17L, 8L), WKA = c(1L, 
1L, 1L, 1L, 1L, 1L, 0L, 0L, 1L, 0L, 1L, 1L, 1L, 1L, 1L, 1L, 
0L, 0L, 1L, 1L), NEW_CUST = c(0L, 0L, 0L, 0L, 0L, 0L, 0L, 
0L, 0L, 0L, 1L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L), EXIST_CUST = c(1L, 
1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 1L, 0L, 1L, 1L, 1L, 1L, 1L, 
1L, 1L, 1L, 1L), WEB_CUST = c(1L, 0L, 0L, 0L, 1L, 1L, 0L, 
1L, 1L, 1L, 1L, 1L, 1L, 0L, 0L, 0L, 0L, 0L, 0L, 1L), MOBILE_CUST = c(0L, 
1L, 1L, 1L, 0L, 0L, 1L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 
1L, 0L, 1L, 0L), TABLET_CUST = c(0L, 0L, 0L, 0L, 0L, 0L, 
0L, 0L, 0L, 0L, 0L, 0L, 0L, 1L, 1L, 1L, 0L, 1L, 0L, 0L), 
LOGON_CUST_STEP2 = c(0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 
0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L, 0L)), row.names = c(1L, 
2L, 3L, 4L, 5L, 6L, 7L, 8L, 9L, 10L, 821039L, 821040L, 821041L, 
821042L, 821043L, 821044L, 821045L, 821046L, 821047L, 821048L
), class = "data.frame")
$\endgroup$
  • $\begingroup$ @ttnphns I have noticed that you have made many good contributions to clustering. Therefore I ask for help. Could you please take a quick look at my question I want to choose the correct distance measure for my data set. Many thanks in advance $\endgroup$ – As123 Mar 29 at 12:57

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