Marketing Analytics
Patrick Macdonald
- Q1 Import data
- Q2 Review data
- Q3 Standardize data
- Q4 What is the standardization for?
- Q5 Find kmeans. What is kmeans for?
- Q6 Visualize clusters
- Q7 Summarize
- Q8 Hide the messages, but display the code and its results on the webpage.
- Q9 Display the title and your name correctly at the top of the webpage.
- Q10 Use the correct slug.
Replicate a case study of marketing analytics: https://www.linkedin.com/learning/the-data-science-of-marketing/cluster-analysis-with-r?u=2232593
Q1 Import data
myClusterData <- read.csv("/cloud/project/cluster-r.csv")
myClusterData
## Email Behavior.3
## 1 nisl@adipiscingelit.org 16
## 2 dui.Fusce.diam@non.edu 25
## 3 nisl.Maecenas@vitaeorciPhasellus.org 23
## 4 justo.nec@Aenean.edu 4
## 5 neque.Morbi.quis@AeneanmassaInteger.ca 29
## 6 elit@erat.org 16
## 7 non.arcu.Vivamus@montesnasceturridiculus.net 26
## 8 Proin.sed@sit.co.uk 13
## 9 auctor@odioEtiam.ca 23
## 10 Mauris.non.dui@nisia.co.uk 11
## 11 turpis.In.condimentum@Sedeget.co.uk 8
## 12 malesuada.fringilla.est@velit.co.uk 28
## 13 orci@Sedauctor.co.uk 16
## 14 lobortis@magnaNamligula.edu 25
## 15 urna.Ut.tincidunt@semperpretium.co.uk 18
## 16 egestas.ligula@posuerecubiliaCurae.com 22
## 17 sagittis.felis.Donec@sociisnatoque.ca 5
## 18 arcu.iaculis@Duisac.ca 10
## 19 eu.erat@acmetus.com 21
## 20 ipsum.ac.mi@lacus.org 4
## 21 purus.sapien@lorem.ca 30
## 22 semper@etmalesuadafames.ca 25
## 23 natoque.penatibus.et@Nullamscelerisque.ca 18
## 24 dictum@erosNam.ca 23
## 25 egestas.Aliquam.nec@Nullamutnisi.org 22
## 26 nisl.Maecenas.malesuada@a.ca 2
## 27 neque.vitae.semper@Mauris.org 29
## 28 Nunc.sed.orci@nisi.co.uk 22
## 29 ut@adipiscing.com 5
## 30 sit@egestas.co.uk 21
## 31 Quisque.imperdiet.erat@posuere.org 13
## 32 litora@ultriciesornare.ca 13
## 33 Integer.sem.elit@sitametante.com 30
## 34 ultricies.ornare.elit@odioauctor.net 30
## 35 in.dolor@magnisdis.net 14
## 36 luctus.et@sed.ca 15
## 37 Mauris@vestibulumneque.edu 30
## 38 Aliquam@sapienimperdietornare.ca 16
## 39 iaculis@ornareegestas.co.uk 12
## 40 nonummy.ac@tellus.net 25
## 41 vel@anteVivamusnon.co.uk 17
## 42 parturient.montes@Duiselementum.com 21
## 43 diam.lorem@lobortisClassaptent.co.uk 3
## 44 et@Cras.org 8
## 45 sed.sem.egestas@augueutlacus.edu 16
## 46 cursus.a@mollisnon.co.uk 2
## 47 risus@mi.net 23
## 48 enim.Nunc.ut@nonmassa.co.uk 28
## 49 Morbi.neque.tellus@milaciniamattis.org 13
## 50 nulla.Donec.non@Fuscealiquetmagna.org 5
## 51 pharetra.Quisque@orciluctus.edu 11
## 52 Quisque@vitaeerat.com 15
## 53 augue.eu@dictumauguemalesuada.net 12
## 54 Cras.dictum@nulla.net 19
## 55 tempus@antebibendum.co.uk 25
## 56 dictum.eu@dapibus.edu 28
## 57 risus@amet.com 14
## 58 elit.pede@nibhsit.co.uk 10
## 59 pellentesque.a.facilisis@justoeuarcu.com 24
## 60 metus@sociisnatoquepenatibus.org 30
## 61 massa@diam.edu 10
## 62 et.malesuada.fames@Mauris.org 25
## 63 adipiscing@porttitorscelerisque.ca 19
## 64 semper.cursus.Integer@necquamCurabitur.edu 15
## 65 cursus.non.egestas@anteipsum.com 7
## 66 Aliquam.adipiscing@egetmagnaSuspendisse.co.uk 4
## 67 pellentesque@cursusinhendrerit.org 20
## 68 sit@enim.edu 6
## 69 ultricies@ullamcorperDuis.ca 25
## 70 montes.nascetur@Donecest.net 5
## 71 eget.nisi@massaInteger.com 21
## 72 Donec@Praesenteu.com 19
## 73 risus.at@nunc.edu 19
## 74 blandit.at.nisi@suscipit.ca 13
## 75 Quisque@orci.edu 14
## 76 ullamcorper@non.ca 13
## 77 placerat.orci.lacus@montes.ca 4
## 78 Quisque@euturpisNulla.edu 25
## 79 odio.semper.cursus@elitpretiumet.org 30
## 80 faucibus.orci.luctus@diam.net 30
## 81 sem.molestie.sodales@ligula.com 11
## 82 Ut.tincidunt.orci@Donecelementumlorem.net 5
## 83 Phasellus.nulla.Integer@sitametfaucibus.co.uk 3
## 84 mauris.eu@Duis.com 17
## 85 Aliquam.nisl.Nulla@gravidamauris.com 29
## 86 vulputate.lacus@penatibuset.net 16
## 87 Donec@mattisIntegereu.org 27
## 88 aliquam.iaculis@tellus.org 25
## 89 lorem.fringilla@Donectempor.co.uk 17
## 90 vitae.diam.Proin@ut.ca 7
## 91 purus.Duis@metusfacilisislorem.net 26
## 92 tempor.bibendum.Donec@sit.co.uk 8
## 93 lorem.lorem@Quisqueornaretortor.edu 26
## 94 Nam@elitfermentumrisus.org 13
## 95 luctus@Donecestmauris.co.uk 6
## 96 quam@nec.org 24
## 97 penatibus.et.magnis@congueturpisIn.edu 13
## 98 diam.Proin.dolor@ipsum.co.uk 4
## 99 tincidunt.adipiscing.Mauris@augueut.edu 14
## 100 et.ipsum.cursus@sitamet.org 15
## 101 Pellentesque.habitant@placerat.co.uk 19
## 102 eget@telluseuaugue.co.uk 5
## 103 magna.Cras@sapien.org 9
## 104 mollis.nec.cursus@euligula.edu 9
## 105 cursus.a@luctuset.ca 21
## 106 arcu@mollisnon.net 21
## 107 torquent@tempus.edu 10
## 108 suscipit.nonummy.Fusce@Phasellusliberomauris.ca 22
## 109 ac@NuncmaurisMorbi.com 10
## 110 eu.tellus.Phasellus@scelerisque.net 16
## 111 vehicula.et.rutrum@Phasellusdolorelit.com 20
## 112 Maecenas.iaculis.aliquet@enimCurabitur.org 10
## 113 ante.bibendum.ullamcorper@facilisisfacilisis.edu 2
## 114 auctor.quis.tristique@non.edu 30
## 115 sagittis@blanditcongueIn.net 5
## 116 augue.ac.ipsum@sagittisDuis.org 6
## 117 Aliquam.nisl.Nulla@scelerisqueneque.edu 8
## 118 est.mollis@sagittisfelis.edu 12
## 119 vehicula@vestibulumneque.ca 17
## 120 et.eros@ligulaelit.ca 11
## 121 lacus.vestibulum@Nullasemper.co.uk 15
## 122 id.blandit.at@tristiquealiquet.ca 8
## 123 consequat.purus.Maecenas@Nulla.edu 1
## 124 justo.faucibus@Utsemper.ca 23
## 125 mattis@ametdiameu.net 27
## 126 Suspendisse@Vivamus.com 26
## 127 neque.non.quam@Vivamus.net 13
## 128 nisl@Vivamus.co.uk 9
## 129 Vestibulum.ante.ipsum@rutrum.co.uk 26
## 130 metus.Aenean.sed@atvelitCras.net 24
## 131 ac@ornarelibero.edu 19
## 132 purus.accumsan@malesuadafames.co.uk 12
## 133 quis@auctorveliteget.com 9
## 134 Nam@ridiculusmusProin.net 28
## 135 volutpat.Nulla.dignissim@fringillapurus.co.uk 27
## 136 elit.dictum@tristique.com 19
## 137 elit@magnaDuis.ca 20
## 138 Curae.Phasellus.ornare@pellentesquea.net 25
## 139 Phasellus.nulla@ullamcorperDuis.com 22
## 140 Nullam@Nullaaliquet.edu 27
## 141 penatibus@inlobortis.org 21
## 142 pede.Praesent@mauris.com 18
## 143 ac@magnisdis.com 4
## 144 pede@Etiamimperdiet.co.uk 16
## 145 arcu.Morbi@egestasDuisac.ca 10
## 146 libero.et.tristique@sitamet.com 13
## 147 in.dolor@mollisPhaselluslibero.co.uk 11
## 148 tristique@diam.co.uk 1
## 149 lacinia.mattis@Sed.net 13
## 150 lorem.vehicula@nostraper.ca 8
## 151 tellus@luctus.edu 30
## 152 ipsum.primis.in@cursuseteros.ca 22
## 153 malesuada.fringilla@pharetraQuisque.co.uk 15
## 154 hendrerit@aliquamerosturpis.net 20
## 155 Aliquam.auctor.velit@utpharetra.co.uk 26
## 156 Morbi.sit.amet@ametmassaQuisque.edu 15
## 157 eu.odio@sodalesnisi.ca 25
## 158 aliquam.iaculis.lacus@loremsitamet.org 1
## 159 Aliquam.vulputate.ullamcorper@eleifendCras.org 12
## 160 elit.pharetra.ut@morbitristiquesenectus.org 18
## 161 risus.Donec@inmagnaPhasellus.ca 3
## 162 urna@velit.co.uk 3
## 163 nisl.sem@gravidaAliquamtincidunt.org 4
## 164 turpis.egestas@nuncsitamet.edu 4
## 165 egestas.hendrerit.neque@aliquetlibero.net 9
## 166 mauris.a.nunc@augueSedmolestie.co.uk 5
## 167 et@Phasellus.ca 9
## 168 interdum@magnanecquam.net 3
## 169 adipiscing@ligulatortordictum.edu 23
## 170 a.scelerisque@lectus.edu 19
## 171 dignissim.tempor@gravidamolestie.edu 26
## 172 laoreet.libero@enimCurabiturmassa.edu 13
## 173 erat@aliquam.com 12
## 174 consectetuer.rhoncus.Nullam@pedeet.co.uk 25
## 175 non@Intinciduntcongue.net 10
## 176 interdum.enim@ipsumDonecsollicitudin.co.uk 4
## 177 malesuada.augue@magnaet.org 29
## 178 erat.eget.tincidunt@natoquepenatibus.co.uk 19
## 179 penatibus@elitsed.net 11
## 180 Phasellus.dapibus@purusin.org 10
## 181 Mauris@dictumeuplacerat.co.uk 26
## 182 sed.pede.nec@non.com 11
## 183 ornare.sagittis.felis@dolordapibus.org 7
## 184 dolor.sit@nonummyac.ca 19
## 185 leo@Sed.org 20
## 186 a.scelerisque@Classaptent.ca 17
## 187 dis.parturient.montes@Donecfelisorci.net 26
## 188 sit.amet@ullamcorpervelit.org 16
## 189 tempus.mauris.erat@felisDonectempor.ca 26
## 190 ut@magnamalesuadavel.co.uk 7
## 191 elementum@mattissemperdui.co.uk 2
## 192 et@egestasAliquam.net 5
## 193 quam@vitaesodalesat.com 30
## 194 odio.auctor.vitae@mollisIntegertincidunt.com 16
## 195 nulla.Integer@risusDonec.org 18
## 196 nisl.sem@tinciduntvehicula.edu 3
## 197 euismod.in@cubiliaCuraeDonec.co.uk 29
## 198 sagittis@eget.co.uk 30
## 199 felis.adipiscing.fringilla@consectetuermauris.org 21
## 200 est.ac@Nullamscelerisque.com 15
## 201 velit.Sed.malesuada@dolorsitamet.ca 7
## 202 velit.in@sociosquadlitora.edu 21
## 203 eu.eleifend@euismod.ca 20
## 204 Curabitur.sed@eumetus.ca 28
## 205 Nam.interdum.enim@aliquetsemut.co.uk 15
## 206 justo@blanditatnisi.ca 26
## 207 tempor.arcu@Pellentesque.ca 28
## 208 in.lobortis.tellus@Nullam.com 10
## 209 egestas.urna@Sedetlibero.ca 19
## 210 augue.malesuada@hendreritconsectetuercursus.org 18
## 211 Pellentesque.tincidunt@ategestasa.co.uk 30
## 212 lobortis.quis@fringilla.ca 15
## 213 consequat@Nunclaoreet.co.uk 18
## 214 massa.Vestibulum.accumsan@nisl.net 24
## 215 arcu.vel.quam@Integeraliquamadipiscing.edu 28
## 216 consequat@Maurisut.org 11
## 217 ut.nulla@auguescelerisque.ca 5
## 218 imperdiet@eutemporerat.org 27
## 219 magna@diam.co.uk 18
## 220 arcu.ac.orci@nonmassa.org 23
## 221 nibh.vulputate.mauris@mauriserat.org 26
## 222 quam.Curabitur@odio.co.uk 9
## 223 enim.Etiam.gravida@venenatisa.com 6
## 224 venenatis@cursuspurusNullam.edu 21
## 225 non@eleifendvitae.edu 13
## 226 enim.Sed@ametultricies.com 18
## 227 auctor@risusInmi.org 16
## 228 rutrum@diam.com 16
## 229 gravida@nonsapien.com 29
## 230 massa.Mauris.vestibulum@NullamenimSed.co.uk 4
## 231 mattis.ornare.lectus@arcuVestibulum.com 6
## 232 Vivamus@liberodui.org 7
## 233 dui.Cum.sociis@ultricessitamet.ca 7
## 234 suscipit.est.ac@Suspendissetristique.co.uk 13
## 235 facilisis.lorem.tristique@euligula.net 10
## 236 Fusce@semeget.net 11
## 237 sagittis@vulputateduinec.org 8
## 238 adipiscing.lacus@porttitor.net 28
## 239 lectus.convallis@at.org 27
## 240 lacus@quam.ca 18
## 241 Sed.dictum.Proin@aliquam.com 15
## 242 sed.est@blanditcongue.com 21
## 243 eu@ullamcorperviverra.com 9
## 244 tempus.risus@Crasdictum.ca 26
## 245 eu@inlobortis.net 24
## 246 suscipit.est@velit.co.uk 9
## 247 Donec.non@ipsumprimisin.net 30
## 248 urna@eliteratvitae.co.uk 12
## 249 in.felis@magnatellusfaucibus.com 14
## 250 ante@auctornonfeugiat.co.uk 13
## 251 Etiam.bibendum.fermentum@gravida.ca 17
## 252 dis@malesuadautsem.org 28
## 253 dolor.sit.amet@malesuadamalesuada.edu 29
## 254 eget.odio@orciPhasellusdapibus.org 1
## 255 nulla@malesuadamalesuada.edu 27
## 256 Suspendisse.tristique@semper.net 3
## 257 nonummy.ut.molestie@venenatislacus.co.uk 26
## 258 cubilia@DonectinciduntDonec.edu 5
## 259 quis.diam@facilisismagnatellus.org 12
## 260 elit.elit@nasceturridiculusmus.net 20
## 261 ridiculus@idanteNunc.com 28
## 262 Cras@pharetrasedhendrerit.co.uk 25
## 263 id@faucibusut.com 22
## 264 sit.amet.massa@nisia.org 16
## 265 Nunc.pulvinar@euaccumsan.org 28
## 266 lorem.vitae@luctusCurabituregestas.co.uk 25
## 267 rutrum.magna.Cras@estvitae.edu 20
## 268 Donec.tincidunt.Donec@viverra.com 24
## 269 ridiculus.mus.Proin@risus.net 27
## 270 ipsum.primis.in@iaculisenimsit.edu 21
## 271 Proin.nisl.sem@facilisis.edu 16
## 272 pellentesque.tellus@aliquamarcu.edu 26
## 273 Praesent@risusMorbi.ca 8
## 274 montes@magnisdis.net 21
## 275 dis@enimcommodo.edu 8
## 276 Quisque.purus@ornare.edu 2
## 277 imperdiet.ullamcorper@mipede.org 12
## 278 vehicula@ametrisusDonec.edu 19
## 279 neque.vitae.semper@atrisusNunc.edu 27
## 280 luctus.ut.pellentesque@eleifendegestasSed.edu 17
## 281 elit.erat@lectus.edu 8
## 282 quam@Duis.co.uk 24
## 283 sagittis.Duis@ultricesVivamusrhoncus.ca 30
## 284 sem@Morbiquisurna.edu 20
## 285 enim.Nunc@nibhvulputatemauris.co.uk 8
## 286 nulla.magna@utsemNulla.co.uk 10
## 287 id.ante.Nunc@auctornon.edu 26
## 288 ornare.egestas.ligula@Nullam.edu 17
## 289 neque@nibhAliquamornare.org 4
## 290 lacus.Quisque.imperdiet@placeratorcilacus.edu 19
## 291 consequat.nec@elitelitfermentum.co.uk 9
## 292 dapibus.id.blandit@semmagna.ca 6
## 293 Duis.ac.arcu@congue.ca 7
## 294 est.congue.a@orciPhasellus.ca 29
## 295 consectetuer.ipsum.nunc@malesuadafringilla.com 17
## 296 mollis@NullafacilisiSed.org 27
## 297 aliquet.metus@iaculislacuspede.edu 21
## 298 ac.ipsum@sit.co.uk 8
## 299 Fusce@sagittisaugue.com 18
## 300 magna.Lorem.ipsum@nibhPhasellus.net 17
## Brand.Preference CTA Demo.Age
## 1 12 9 48
## 2 8 6 41
## 3 11 4 50
## 4 12 11 34
## 5 10 2 59
## 6 6 13 57
## 7 7 7 58
## 8 9 4 64
## 9 10 12 58
## 10 1 11 23
## 11 5 8 36
## 12 11 5 39
## 13 12 11 64
## 14 9 7 14
## 15 6 9 34
## 16 7 16 59
## 17 8 16 26
## 18 9 15 41
## 19 1 16 26
## 20 4 7 39
## 21 5 17 25
## 22 12 5 13
## 23 3 5 64
## 24 3 1 50
## 25 6 8 47
## 26 10 4 48
## 27 2 1 52
## 28 11 5 33
## 29 2 2 21
## 30 7 2 38
## 31 4 12 21
## 32 1 3 30
## 33 10 4 62
## 34 4 5 15
## 35 1 8 66
## 36 4 13 18
## 37 9 14 58
## 38 2 8 58
## 39 2 18 27
## 40 6 12 48
## 41 8 7 34
## 42 12 3 37
## 43 11 9 23
## 44 10 14 35
## 45 12 15 17
## 46 3 6 67
## 47 2 7 27
## 48 5 9 56
## 49 2 16 53
## 50 6 2 62
## 51 4 12 42
## 52 2 4 58
## 53 12 14 43
## 54 5 5 37
## 55 8 1 26
## 56 8 6 28
## 57 9 1 47
## 58 4 14 28
## 59 9 18 54
## 60 7 13 46
## 61 11 14 59
## 62 4 5 29
## 63 2 3 38
## 64 12 18 20
## 65 9 4 62
## 66 9 13 37
## 67 5 1 25
## 68 1 9 22
## 69 9 6 14
## 70 5 2 35
## 71 1 13 63
## 72 8 14 20
## 73 4 13 54
## 74 8 16 50
## 75 12 3 49
## 76 10 9 32
## 77 6 15 43
## 78 10 5 36
## 79 4 18 39
## 80 3 15 47
## 81 8 8 56
## 82 10 18 35
## 83 11 5 36
## 84 6 14 32
## 85 4 11 48
## 86 12 1 58
## 87 3 7 31
## 88 3 6 42
## 89 12 11 42
## 90 3 9 60
## 91 12 4 61
## 92 3 14 59
## 93 1 3 13
## 94 2 4 56
## 95 7 12 61
## 96 10 5 61
## 97 5 15 65
## 98 1 4 53
## 99 6 17 25
## 100 11 18 31
## 101 2 3 19
## 102 1 5 16
## 103 5 17 26
## 104 11 5 60
## 105 3 15 55
## 106 1 6 68
## 107 12 9 51
## 108 8 1 26
## 109 2 3 65
## 110 4 6 25
## 111 6 5 59
## 112 8 9 45
## 113 2 11 17
## 114 5 10 53
## 115 6 8 61
## 116 6 18 26
## 117 8 1 41
## 118 12 16 40
## 119 12 11 41
## 120 5 1 23
## 121 11 12 68
## 122 8 16 26
## 123 8 17 37
## 124 9 16 40
## 125 2 13 32
## 126 5 15 22
## 127 1 10 23
## 128 9 6 35
## 129 11 11 46
## 130 6 15 47
## 131 8 5 67
## 132 7 10 63
## 133 3 8 53
## 134 1 3 55
## 135 9 10 30
## 136 3 16 55
## 137 6 18 54
## 138 1 5 23
## 139 5 11 58
## 140 7 15 67
## 141 2 9 21
## 142 12 17 17
## 143 9 12 21
## 144 11 14 42
## 145 12 8 31
## 146 6 18 21
## 147 6 17 17
## 148 11 16 62
## 149 11 12 24
## 150 2 12 47
## 151 11 13 37
## 152 12 10 20
## 153 6 11 30
## 154 8 7 35
## 155 10 4 36
## 156 8 4 22
## 157 1 6 66
## 158 6 6 26
## 159 7 13 45
## 160 1 3 46
## 161 12 1 27
## 162 8 8 60
## 163 7 2 31
## 164 3 11 40
## 165 4 13 14
## 166 12 6 19
## 167 4 14 48
## 168 5 1 22
## 169 4 13 15
## 170 9 1 31
## 171 5 13 34
## 172 2 15 18
## 173 5 3 62
## 174 1 8 14
## 175 2 14 66
## 176 3 8 21
## 177 4 16 46
## 178 7 7 52
## 179 7 14 59
## 180 8 7 26
## 181 5 3 58
## 182 8 3 32
## 183 6 12 36
## 184 3 2 48
## 185 1 5 30
## 186 8 18 36
## 187 3 11 25
## 188 2 11 55
## 189 11 14 21
## 190 6 9 18
## 191 1 13 40
## 192 3 15 16
## 193 6 11 60
## 194 4 11 62
## 195 4 9 60
## 196 10 15 19
## 197 9 5 41
## 198 7 13 20
## 199 5 4 61
## 200 5 5 31
## 201 10 13 37
## 202 7 4 36
## 203 12 1 56
## 204 9 17 24
## 205 10 9 39
## 206 12 15 47
## 207 4 1 43
## 208 5 12 60
## 209 8 8 47
## 210 3 7 14
## 211 11 8 19
## 212 2 5 41
## 213 8 16 13
## 214 12 7 35
## 215 7 14 54
## 216 1 10 43
## 217 11 10 24
## 218 7 6 32
## 219 6 14 18
## 220 2 2 55
## 221 11 9 60
## 222 3 4 68
## 223 1 4 39
## 224 6 7 43
## 225 6 2 34
## 226 5 6 24
## 227 10 3 16
## 228 7 8 25
## 229 10 2 37
## 230 9 11 47
## 231 6 14 62
## 232 9 11 17
## 233 5 9 53
## 234 11 18 16
## 235 1 12 68
## 236 2 15 53
## 237 6 14 45
## 238 2 16 30
## 239 9 17 62
## 240 2 10 65
## 241 6 14 42
## 242 8 15 64
## 243 3 8 28
## 244 7 2 63
## 245 5 17 53
## 246 1 3 58
## 247 11 4 36
## 248 8 3 21
## 249 9 6 18
## 250 12 14 57
## 251 1 5 38
## 252 7 17 54
## 253 1 12 54
## 254 8 5 63
## 255 2 3 63
## 256 1 14 20
## 257 4 3 50
## 258 7 6 42
## 259 11 16 40
## 260 6 14 54
## 261 2 8 31
## 262 8 8 47
## 263 1 17 59
## 264 11 4 33
## 265 5 10 41
## 266 10 11 64
## 267 10 17 17
## 268 11 16 20
## 269 4 6 24
## 270 6 2 31
## 271 4 7 14
## 272 10 16 55
## 273 9 13 68
## 274 3 8 36
## 275 6 15 48
## 276 6 16 13
## 277 11 11 36
## 278 6 7 66
## 279 4 8 60
## 280 3 3 23
## 281 12 4 59
## 282 1 5 49
## 283 11 3 44
## 284 5 13 13
## 285 3 10 22
## 286 4 9 21
## 287 2 15 67
## 288 1 16 37
## 289 9 17 13
## 290 10 5 67
## 291 10 7 66
## 292 11 9 32
## 293 12 13 40
## 294 7 17 44
## 295 12 4 64
## 296 11 4 33
## 297 11 10 50
## 298 7 3 46
## 299 2 4 19
## 300 3 6 66Q2 Review data
head(myClusterData)
## Email Behavior.3 Brand.Preference CTA
## 1 nisl@adipiscingelit.org 16 12 9
## 2 dui.Fusce.diam@non.edu 25 8 6
## 3 nisl.Maecenas@vitaeorciPhasellus.org 23 11 4
## 4 justo.nec@Aenean.edu 4 12 11
## 5 neque.Morbi.quis@AeneanmassaInteger.ca 29 10 2
## 6 elit@erat.org 16 6 13
## Demo.Age
## 1 48
## 2 41
## 3 50
## 4 34
## 5 59
## 6 57Q3 Standardize data
myClusterDataStandardized <- scale(myClusterData[-1])
myClusterDataStandardized
## Behavior.3 Brand.Preference CTA Demo.Age
## [1,] -0.06450461 1.5764994 -0.06016808 0.45191951
## [2,] 1.01724970 0.4409656 -0.65523704 0.02093360
## [3,] 0.77685986 1.2926159 -1.05194967 0.57505834
## [4,] -1.50684369 1.5764994 0.33654455 -0.41005230
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## [12,] 1.37783448 1.2926159 -0.85359335 -0.10220523
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## [14,] 1.01724970 0.7248490 -0.45688072 -1.64144060
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## [17,] -1.38664877 0.4409656 1.32832614 -0.90260762
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## [26,] -1.74723354 1.0087325 -1.05194967 0.45191951
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## [31,] -0.42508938 -0.6945681 0.53490087 -1.21045470
## [32,] -0.42508938 -1.5462185 -1.25030599 -0.65632996
## [33,] 1.61822432 1.0087325 -1.05194967 1.31389132
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## [35,] -0.30489446 -1.5462185 -0.25852440 1.56016898
## [36,] -0.18469953 -0.6945681 0.73325719 -1.39516294
## [37,] 1.61822432 0.7248490 0.93161350 1.06761366
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## [45,] -0.06450461 1.5764994 1.12996982 -1.45673236
## [46,] -1.74723354 -0.9784516 -0.65523704 1.62173839
## [47,] 0.77685986 -1.2623350 -0.45688072 -0.84103821
## [48,] 1.37783448 -0.4106847 -0.06016808 0.94447483
## [49,] -0.42508938 -1.2623350 1.32832614 0.75976658
## [50,] -1.38664877 -0.1268013 -1.44866231 1.31389132
## [51,] -0.66547923 -0.6945681 0.53490087 0.08250302
## [52,] -0.18469953 -1.2623350 -1.05194967 1.06761366
## [53,] -0.54528430 1.5764994 0.93161350 0.14407243
## [54,] 0.29608016 -0.4106847 -0.85359335 -0.22534406
## [55,] 1.01724970 0.4409656 -1.64701862 -0.90260762
## [56,] 1.37783448 0.4409656 -0.65523704 -0.77946879
## [57,] -0.30489446 0.7248490 -1.64701862 0.39035009
## [58,] -0.78567415 -0.6945681 0.93161350 -0.77946879
## [59,] 0.89705478 0.7248490 1.72503878 0.82133600
## [60,] 1.61822432 0.1570822 0.73325719 0.32878068
## [61,] -0.78567415 1.2926159 0.93161350 1.12918307
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## [65,] -1.14625892 0.7248490 -1.05194967 1.31389132
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## [70,] -1.38664877 -0.4106847 -1.44866231 -0.34848289
## [71,] 0.53647001 -1.5462185 0.73325719 1.37546073
## [72,] 0.29608016 0.4409656 0.93161350 -1.27202411
## [73,] 0.29608016 -0.6945681 0.73325719 0.82133600
## [74,] -0.42508938 0.4409656 1.32832614 0.57505834
## [75,] -0.30489446 1.5764994 -1.25030599 0.51348892
## [76,] -0.42508938 1.0087325 -0.06016808 -0.53319113
## [77,] -1.50684369 -0.1268013 1.12996982 0.14407243
## [78,] 1.01724970 1.0087325 -0.85359335 -0.28691347
## [79,] 1.61822432 -0.6945681 1.72503878 -0.10220523
## [80,] 1.61822432 -0.9784516 1.12996982 0.39035009
## [81,] -0.66547923 0.4409656 -0.25852440 0.94447483
## [82,] -1.38664877 1.0087325 1.72503878 -0.34848289
## [83,] -1.62703862 1.2926159 -0.85359335 -0.28691347
## [84,] 0.05569031 -0.1268013 0.93161350 -0.53319113
## [85,] 1.49802940 -0.6945681 0.33654455 0.45191951
## [86,] -0.06450461 1.5764994 -1.64701862 1.06761366
## [87,] 1.25763955 -0.9784516 -0.45688072 -0.59476055
## [88,] 1.01724970 -0.9784516 -0.65523704 0.08250302
## [89,] 0.05569031 1.5764994 0.33654455 0.08250302
## [90,] -1.14625892 -0.9784516 -0.06016808 1.19075249
## [91,] 1.13744463 1.5764994 -1.05194967 1.25232190
## [92,] -1.02606400 -0.9784516 0.93161350 1.12918307
## [93,] 1.13744463 -1.5462185 -1.25030599 -1.70301002
## [94,] -0.42508938 -1.2623350 -1.05194967 0.94447483
## [95,] -1.26645385 0.1570822 0.53490087 1.25232190
## [96,] 0.89705478 1.0087325 -0.85359335 1.25232190
## [97,] -0.42508938 -0.4106847 1.12996982 1.49859956
## [98,] -1.50684369 -1.5462185 -1.05194967 0.75976658
## [99,] -0.30489446 -0.1268013 1.52668246 -0.96417704
## [100,] -0.18469953 1.2926159 1.72503878 -0.59476055
## [101,] 0.29608016 -1.2623350 -1.25030599 -1.33359353
## [102,] -1.38664877 -1.5462185 -0.85359335 -1.51830177
## [103,] -0.90586907 -0.4106847 1.52668246 -0.90260762
## [104,] -0.90586907 1.2926159 -0.85359335 1.19075249
## [105,] 0.53647001 -0.9784516 1.12996982 0.88290541
## [106,] 0.53647001 -1.5462185 -0.65523704 1.68330781
## [107,] -0.78567415 1.5764994 -0.06016808 0.63662775
## [108,] 0.65666493 0.4409656 -1.64701862 -0.90260762
## [109,] -0.78567415 -1.2623350 -1.25030599 1.49859956
## [110,] -0.06450461 -0.6945681 -0.65523704 -0.96417704
## [111,] 0.41627509 -0.1268013 -0.85359335 1.12918307
## [112,] -0.78567415 0.4409656 -0.06016808 0.26721126
## [113,] -1.74723354 -1.2623350 0.33654455 -1.45673236
## [114,] 1.61822432 -0.4106847 0.13818823 0.75976658
## [115,] -1.38664877 -0.1268013 -0.25852440 1.25232190
## [116,] -1.26645385 -0.1268013 1.72503878 -0.90260762
## [117,] -1.02606400 0.4409656 -1.64701862 0.02093360
## [118,] -0.54528430 1.5764994 1.32832614 -0.04063581
## [119,] 0.05569031 1.5764994 0.33654455 0.02093360
## [120,] -0.66547923 -0.4106847 -1.64701862 -1.08731587
## [121,] -0.18469953 1.2926159 0.53490087 1.68330781
## [122,] -1.02606400 0.4409656 1.32832614 -0.90260762
## [123,] -1.86742846 0.4409656 1.52668246 -0.22534406
## [124,] 0.77685986 0.7248490 1.32832614 -0.04063581
## [125,] 1.25763955 -1.2623350 0.73325719 -0.53319113
## [126,] 1.13744463 -0.4106847 1.12996982 -1.14888528
## [127,] -0.42508938 -1.5462185 0.13818823 -1.08731587
## [128,] -0.90586907 0.7248490 -0.65523704 -0.34848289
## [129,] 1.13744463 1.2926159 0.33654455 0.32878068
## [130,] 0.89705478 -0.1268013 1.12996982 0.39035009
## [131,] 0.29608016 0.4409656 -0.85359335 1.62173839
## [132,] -0.54528430 0.1570822 0.13818823 1.37546073
## [133,] -0.90586907 -0.9784516 -0.25852440 0.75976658
## [134,] 1.37783448 -1.5462185 -1.25030599 0.88290541
## [135,] 1.25763955 0.7248490 0.13818823 -0.65632996
## [136,] 0.29608016 -0.9784516 1.32832614 0.88290541
## [137,] 0.41627509 -0.1268013 1.72503878 0.82133600
## [138,] 1.01724970 -1.5462185 -0.85359335 -1.08731587
## [139,] 0.65666493 -0.4106847 0.33654455 1.06761366
## [140,] 1.25763955 0.1570822 1.12996982 1.62173839
## [141,] 0.53647001 -1.2623350 -0.06016808 -1.21045470
## [142,] 0.17588524 1.5764994 1.52668246 -1.45673236
## [143,] -1.50684369 0.7248490 0.53490087 -1.21045470
## [144,] -0.06450461 1.2926159 0.93161350 0.08250302
## [145,] -0.78567415 1.5764994 -0.25852440 -0.59476055
## [146,] -0.42508938 -0.1268013 1.72503878 -1.21045470
## [147,] -0.66547923 -0.1268013 1.52668246 -1.45673236
## [148,] -1.86742846 1.2926159 1.32832614 1.31389132
## [149,] -0.42508938 1.2926159 0.53490087 -1.02574645
## [150,] -1.02606400 -1.2623350 0.53490087 0.39035009
## [151,] 1.61822432 1.2926159 0.73325719 -0.22534406
## [152,] 0.65666493 1.5764994 0.13818823 -1.27202411
## [153,] -0.18469953 -0.1268013 0.33654455 -0.65632996
## [154,] 0.41627509 0.4409656 -0.45688072 -0.34848289
## [155,] 1.13744463 1.0087325 -1.05194967 -0.28691347
## [156,] -0.18469953 0.4409656 -1.05194967 -1.14888528
## [157,] 1.01724970 -1.5462185 -0.65523704 1.56016898
## [158,] -1.86742846 -0.1268013 -0.65523704 -0.90260762
## [159,] -0.54528430 0.1570822 0.73325719 0.26721126
## [160,] 0.17588524 -1.5462185 -1.25030599 0.32878068
## [161,] -1.62703862 1.5764994 -1.64701862 -0.84103821
## [162,] -1.62703862 0.4409656 -0.25852440 1.19075249
## [163,] -1.50684369 0.1570822 -1.44866231 -0.59476055
## [164,] -1.50684369 -0.9784516 0.33654455 -0.04063581
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## [166,] -1.38664877 1.5764994 -0.65523704 -1.33359353
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## [173,] -0.54528430 -0.4106847 -1.25030599 1.31389132
## [174,] 1.01724970 -1.5462185 -0.25852440 -1.64144060
## [175,] -0.78567415 -1.2623350 0.93161350 1.56016898
## [176,] -1.50684369 -0.9784516 -0.25852440 -1.21045470
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## [178,] 0.29608016 0.1570822 -0.45688072 0.69819717
## [179,] -0.66547923 0.1570822 0.93161350 1.12918307
## [180,] -0.78567415 0.4409656 -0.45688072 -0.90260762
## [181,] 1.13744463 -0.4106847 -1.25030599 1.06761366
## [182,] -0.66547923 0.4409656 -1.25030599 -0.53319113
## [183,] -1.14625892 -0.1268013 0.53490087 -0.28691347
## [184,] 0.29608016 -0.9784516 -1.44866231 0.45191951
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## [186,] 0.05569031 0.4409656 1.72503878 -0.28691347
## [187,] 1.13744463 -0.9784516 0.33654455 -0.96417704
## [188,] -0.06450461 -1.2623350 0.33654455 0.88290541
## [189,] 1.13744463 1.2926159 0.93161350 -1.21045470
## [190,] -1.14625892 -0.1268013 -0.06016808 -1.39516294
## [191,] -1.74723354 -1.5462185 0.73325719 -0.04063581
## [192,] -1.38664877 -0.9784516 1.12996982 -1.51830177
## [193,] 1.61822432 -0.1268013 0.33654455 1.19075249
## [194,] -0.06450461 -0.6945681 0.33654455 1.31389132
## [195,] 0.17588524 -0.6945681 -0.06016808 1.19075249
## [196,] -1.62703862 1.0087325 1.12996982 -1.33359353
## [197,] 1.49802940 0.7248490 -0.85359335 0.02093360
## [198,] 1.61822432 0.1570822 0.73325719 -1.27202411
## [199,] 0.53647001 -0.4106847 -1.05194967 1.25232190
## [200,] -0.18469953 -0.4106847 -0.85359335 -0.59476055
## [201,] -1.14625892 1.0087325 0.73325719 -0.22534406
## [202,] 0.53647001 0.1570822 -1.05194967 -0.28691347
## [203,] 0.41627509 1.5764994 -1.64701862 0.94447483
## [204,] 1.37783448 0.7248490 1.52668246 -1.02574645
## [205,] -0.18469953 1.0087325 -0.06016808 -0.10220523
## [206,] 1.13744463 1.5764994 1.12996982 0.39035009
## [207,] 1.37783448 -0.6945681 -1.64701862 0.14407243
## [208,] -0.78567415 -0.4106847 0.53490087 1.19075249
## [209,] 0.29608016 0.4409656 -0.25852440 0.39035009
## [210,] 0.17588524 -0.9784516 -0.45688072 -1.64144060
## [211,] 1.61822432 1.2926159 -0.25852440 -1.33359353
## [212,] -0.18469953 -1.2623350 -0.85359335 0.02093360
## [213,] 0.17588524 0.4409656 1.32832614 -1.70301002
## [214,] 0.89705478 1.5764994 -0.45688072 -0.34848289
## [215,] 1.37783448 0.1570822 0.93161350 0.82133600
## [216,] -0.66547923 -1.5462185 0.13818823 0.14407243
## [217,] -1.38664877 1.2926159 0.13818823 -1.02574645
## [218,] 1.25763955 0.1570822 -0.65523704 -0.53319113
## [219,] 0.17588524 -0.1268013 0.93161350 -1.39516294
## [220,] 0.77685986 -1.2623350 -1.44866231 0.88290541
## [221,] 1.13744463 1.2926159 -0.06016808 1.19075249
## [222,] -0.90586907 -0.9784516 -1.05194967 1.68330781
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## [224,] 0.53647001 -0.1268013 -0.45688072 0.14407243
## [225,] -0.42508938 -0.1268013 -1.44866231 -0.41005230
## [226,] 0.17588524 -0.4106847 -0.65523704 -1.02574645
## [227,] -0.06450461 1.0087325 -1.25030599 -1.51830177
## [228,] -0.06450461 0.1570822 -0.25852440 -0.96417704
## [229,] 1.49802940 1.0087325 -1.44866231 -0.22534406
## [230,] -1.50684369 0.7248490 0.33654455 0.39035009
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## [232,] -1.14625892 0.7248490 0.33654455 -1.45673236
## [233,] -1.14625892 -0.4106847 -0.06016808 0.75976658
## [234,] -0.42508938 1.2926159 1.72503878 -1.51830177
## [235,] -0.78567415 -1.5462185 0.53490087 1.68330781
## [236,] -0.66547923 -1.2623350 1.12996982 0.75976658
## [237,] -1.02606400 -0.1268013 0.93161350 0.26721126
## [238,] 1.37783448 -1.2623350 1.32832614 -0.65632996
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## [240,] 0.17588524 -1.2623350 0.13818823 1.49859956
## [241,] -0.18469953 -0.1268013 0.93161350 0.08250302
## [242,] 0.53647001 0.4409656 1.12996982 1.43703015
## [243,] -0.90586907 -0.9784516 -0.25852440 -0.77946879
## [244,] 1.13744463 0.1570822 -1.44866231 1.37546073
## [245,] 0.89705478 -0.4106847 1.52668246 0.75976658
## [246,] -0.90586907 -1.5462185 -1.25030599 1.06761366
## [247,] 1.61822432 1.2926159 -1.05194967 -0.28691347
## [248,] -0.54528430 0.4409656 -1.25030599 -1.21045470
## [249,] -0.30489446 0.7248490 -0.65523704 -1.39516294
## [250,] -0.42508938 1.5764994 0.93161350 1.00604424
## [251,] 0.05569031 -1.5462185 -0.85359335 -0.16377464
## [252,] 1.37783448 0.1570822 1.52668246 0.82133600
## [253,] 1.49802940 -1.5462185 0.53490087 0.82133600
## [254,] -1.86742846 0.4409656 -0.85359335 1.37546073
## [255,] 1.25763955 -1.2623350 -1.25030599 1.37546073
## [256,] -1.62703862 -1.5462185 0.93161350 -1.27202411
## [257,] 1.13744463 -0.6945681 -1.25030599 0.57505834
## [258,] -1.38664877 0.1570822 -0.65523704 0.08250302
## [259,] -0.54528430 1.2926159 1.32832614 -0.04063581
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## [263,] 0.65666493 -1.5462185 1.52668246 1.12918307
## [264,] -0.06450461 1.2926159 -1.05194967 -0.47162172
## [265,] 1.37783448 -0.4106847 0.13818823 0.02093360
## [266,] 1.01724970 1.0087325 0.33654455 1.43703015
## [267,] 0.41627509 1.0087325 1.52668246 -1.45673236
## [268,] 0.89705478 1.2926159 1.32832614 -1.27202411
## [269,] 1.25763955 -0.6945681 -0.65523704 -1.02574645
## [270,] 0.53647001 -0.1268013 -1.44866231 -0.59476055
## [271,] -0.06450461 -0.6945681 -0.45688072 -1.64144060
## [272,] 1.13744463 1.0087325 1.32832614 0.88290541
## [273,] -1.02606400 0.7248490 0.73325719 1.68330781
## [274,] 0.53647001 -0.9784516 -0.25852440 -0.28691347
## [275,] -1.02606400 -0.1268013 1.12996982 0.45191951
## [276,] -1.74723354 -0.1268013 1.32832614 -1.70301002
## [277,] -0.54528430 1.2926159 0.33654455 -0.28691347
## [278,] 0.29608016 -0.1268013 -0.45688072 1.56016898
## [279,] 1.25763955 -0.6945681 -0.25852440 1.19075249
## [280,] 0.05569031 -0.9784516 -1.25030599 -1.08731587
## [281,] -1.02606400 1.5764994 -1.05194967 1.12918307
## [282,] 0.89705478 -1.5462185 -0.85359335 0.51348892
## [283,] 1.61822432 1.2926159 -1.25030599 0.20564185
## [284,] 0.41627509 -0.4106847 0.73325719 -1.70301002
## [285,] -1.02606400 -0.9784516 0.13818823 -1.14888528
## [286,] -0.78567415 -0.6945681 -0.06016808 -1.21045470
## [287,] 1.13744463 -1.2623350 1.12996982 1.62173839
## [288,] 0.05569031 -1.5462185 1.32832614 -0.22534406
## [289,] -1.50684369 0.7248490 1.52668246 -1.70301002
## [290,] 0.29608016 1.0087325 -0.85359335 1.62173839
## [291,] -0.90586907 1.0087325 -0.45688072 1.56016898
## [292,] -1.26645385 1.2926159 -0.06016808 -0.53319113
## [293,] -1.14625892 1.5764994 0.73325719 -0.04063581
## [294,] 1.49802940 0.1570822 1.52668246 0.20564185
## [295,] 0.05569031 1.5764994 -1.05194967 1.43703015
## [296,] 1.25763955 1.2926159 -1.05194967 -0.47162172
## [297,] 0.53647001 1.2926159 0.13818823 0.57505834
## [298,] -1.02606400 0.1570822 -1.25030599 0.32878068
## [299,] 0.17588524 -1.2623350 -1.05194967 -1.33359353
## [300,] 0.05569031 -0.9784516 -0.65523704 1.56016898
## attr(,"scaled:center")
## Behavior.3 Brand.Preference CTA Demo.Age
## 16.536667 6.446667 9.303333 40.660000
## attr(,"scaled:scale")
## Behavior.3 Brand.Preference CTA Demo.Age
## 8.319819 3.522573 5.041433 16.241830Q4 What is the standardization for?
The standardization is for numeric variables to give equal weight to all variables
Q5 Find kmeans. What is kmeans for?
ourGroups <- kmeans(myClusterDataStandardized, 3)
ourGroups
## K-means clustering with 3 clusters of sizes 111, 107, 82
##
## Cluster means:
## Behavior.3 Brand.Preference CTA Demo.Age
## 1 0.5223931 -0.14214632 -0.9357951 0.03258187
## 2 -1.0811065 0.05095752 0.2605389 -0.17585836
## 3 0.7035703 0.12592423 0.9267755 0.18536899
##
## Clustering vector:
## [1] 3 1 1 2 1 3 1 1 3 2 2 1 3 1 1 3 2 2 3 2 3 1 1 1 1 2 1 1 2 1 2 1 1 1 1 2 3
## [38] 1 2 3 1 1 2 2 3 2 1 3 3 2 2 1 2 1 1 1 1 2 3 3 2 1 1 3 2 2 1 2 1 2 3 3 3 3
## [75] 1 2 2 1 3 3 2 2 2 3 3 1 1 1 3 2 1 2 1 1 2 1 3 2 3 3 1 2 2 2 3 1 2 1 1 1 1
## [112] 2 2 3 2 2 1 2 3 1 3 2 2 3 3 3 2 2 3 3 1 2 2 1 3 3 3 1 3 3 1 3 2 3 2 2 2 2
## [149] 2 2 3 3 2 1 1 1 1 2 2 1 2 2 2 2 2 2 2 2 3 1 3 2 1 1 2 2 3 1 2 2 1 1 2 1 1
## [186] 3 3 3 3 2 2 2 3 3 1 2 1 3 1 1 2 1 1 3 2 3 1 2 1 1 1 1 3 1 3 2 2 1 3 1 3 1
## [223] 2 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 2 1 3 1 1 1 2 3 1 3 3 2 1 2 1 2 2
## [260] 3 1 1 3 1 3 3 3 3 1 1 1 3 2 1 2 2 2 1 1 1 2 1 1 3 2 2 3 3 2 1 2 2 2 3 1 1
## [297] 3 2 1 1
##
## Within cluster sum of squares by cluster:
## [1] 294.8406 309.3013 210.9515
## (between_SS / total_SS = 31.8 %)
##
## Available components:
##
## [1] "cluster" "centers" "totss" "withinss" "tot.withinss"
## [6] "betweenss" "size" "iter" "ifault"Q6 Visualize clusters
library(cluster)
clusplot(myClusterDataStandardized, ourGroups$cluster)
Q7 Summarize
ourGroups$size
## [1] 111 107 82Q8 Hide the messages, but display the code and its results on the webpage.
Hint: Use message, echo and results in the chunk options. Refer to the RMarkdown Reference Guide.