A manager has been assigned to manage a digital marketing analytics team. The manager tasks the team with determining similarities among existing customers in the company's database, such as similarities in products purchased, location, and the average amount spent per order among existing customers. Which type of activity will help the team accomplish this task?

Touchpoint analysis focuses on evaluating interactions between customers and the company at various stages of the customer journey. While it can provide insights into customer experience, it does not primarily involve analyzing datasets to find similarities among customers, making it less relevant for this specific task.

Linear programming is a mathematical method used for optimizing a particular outcome based on given constraints and variables. It is not directly applicable to analyzing customer similarities, as it focuses more on resource allocation and decision-making rather than extracting patterns from data.

Regression analysis is a statistical technique used to understand relationships between variables and predict outcomes. Although it can provide insights into spending behavior, it does not specifically address the task of identifying similarities among customers across multiple dimensions, such as products purchased and location.