Expand your understanding of clustering – with Gianluca Fiorelli

Gianluca Fiorelli advises that, to truly understand and deliver for your customer in 2026, you should be revisiting how you utilise clustering at every touchpoint. Gianluca says: “Rethink the concept of clustering. We usually think of clustering as something that is only for creating content, especially in the informational space. However, we know that we need to be visible along the entire search journey and customer journey. This means we must be visible with our informational content, but also our commercial, navigational, and transactional content – to use the classic definitions for intent. When you cluster, you need to do so for different types of clusters. The first one is still clustering for topics: entity search, and so on. Then, it is also interesting and very effective to start clustering these queries and segments for other things, like the buyer personas that are implied by these queries. You can cluster them by sentiment, in order to understand the urgency and needs that are implied by those searches.