GT-HC Workflow: Grounded Theory and Hierarchical Clustering for Creator Economy Monetization Funnels

Résumé fourni par la source

workflow-ml-gt-hc This notebook is part of the Final Project developed for the MBA in Business Management and Artificial Intelligence. In the context of this research, a Grounded Theory approach combined with Hierarchical Clustering (GT+HC) was used to identify recurring patterns in monetization funnels within the Creator Economy. Jaccard Similarity The similarity between the funnels was calculated using the Jaccard coefficient, which is widely used for comparing binary attributes and analyzing co-occurrence patterns (TAN; STEINBACH; KUMAR, 2006). Hierarchical Clustering After calculating the similarity between the cases, Hierarchical Clustering was applied using the Average Linkage (UPGMA) method, enabling the identification of natural groupings among the analyzed funnels (MÜLLNER, 2011). References - TAN, Pang-Ning; STEINBACH, Michael; KUMAR, Vipin. *Introduction to Data Mining*. Boston: Pearson Addison Wesley, 2006. Available at: https://www-users.cse.umn.edu/~kumar001/dmbook/index.php. Accessed on: June 5, 2026. - MÜLLNER, Daniel. *Modern Hierarchical, Agglomerative Clustering Algorithms*. arXiv:1109.2378, 2011. Available at: https://arxiv.org/abs/1109.2378. Accessed on: June 5, 2026.

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