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.
Epub (Kobo), Epub (Adobe)
Publication Date: 23/05/2016
- ISBN:
- 9783319058610
- 9783319058610
- Category:
- Business mathematics & systems
- Format:
- Epub (Kobo), Epub (Adobe)
- Publication Date:
- 23-05-2016
- Language:
- English
- Publisher:
- Springer International Publishing
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You can find this item in:
Integrated software packages
Information technology: general issues
Data mining
E-commerce: business aspects
Expert systems / knowledge-based systems
Probability & statistics
Computer science
Computing & information technology
Enterprise software
Mathematical theory of computation
Business applications
Discrete mathematics
Business mathematics & systems
Sales & marketing
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