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portada Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods)
Type
Physical Book
Publisher
Author
Year
2014
Language
English
Pages
148
Format
Hardcover
ISBN13
9783319058603
Edition No.
2014
Categories

Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods)

Michael Kaufmann (Author) · Springer · Hardcover

Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods) - Michael Kaufmann

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Synopsis "Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods) "

To enhance marketing analytics, approximate and inductive reasoning can be applied to handle uncertainty in individual marketing models. This book demonstrates the use of fuzzy logic for classification and segmentation in marketing campaigns. Based on practical experience as a data analyst and on theoretical studies as a researcher, the author explains fuzzy classification, inductive logic and the concept of likelihood and introduces a blend of Bayesian and Fuzzy Set approaches, allowing reasonings on fuzzy sets that are derived by inductive logic. By application of this theory, the book guides the reader towards a gradual segmentation of customers which can enhance return on targeted marketing campaigns. The algorithms presented can be used for visualization, selection and prediction. The book shows how fuzzy logic can complement customer analytics by introducing fuzzy target groups. This book is for researchers, analytics professionals, data miners and students interested in fuzzy classification for marketing analytics.

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