A gym records three values for each of its 2400 members: number of visits per month, average length of a visit, and number of fitness classes attended. The gym does not know in advance what types of member it has. It uses a clustering algorithm to group the members.
(a) Explain why this is an example of unsupervised learning. [1]
(b) Describe what the algorithm is trying to achieve when it forms the clusters. [1]
(c) Outline one way the gym could use the clusters it finds. [1]
- (a) The training data is unlabelled: the members have no predefined category/target output, so the algorithm must discover the groups (patterns) itself (accept “the groups are not known in advance”; do not accept “there is no data”)(1)
- (b) Members in the same cluster are as similar to each other as possible (close together in feature space) while being as different as possible from members of other clusters (accept minimise distance to the cluster centre / centroid; the idea of similarity within a cluster is required)(1)
- (c) A sensible use linked to the groups, e.g. targeted marketing/offers to each segment (e.g. promote off-peak memberships to low-visit members), timetabling classes for a segment that attends many classes, identifying members at risk of cancelling and contacting them (accept any reasonable segment-based action)(1)
- Answer: (a) no labels: groups not known in advance (b) high similarity within a cluster, low similarity between clusters (c) e.g. targeted offers to each segment
- Examiner tip: “It groups similar members” is not enough for (a): you must say the data has no labels / target output.