Inductive Fuzzy Classification in Marketing Analytics Hardback
by Michael Kaufmann
Part of the Fuzzy Management Methods series
Hardback
Description
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.
Information
-
Item not Available
- Format:Hardback
- Pages:125 pages, 35 Illustrations, black and white; XX, 125 p. 35 illus.
- Publisher:Springer International Publishing AG
- Publication Date:05/06/2014
- Category:
- ISBN:9783319058603
Other Formats
- PDF from £76.08
- Paperback / softback from £78.95
Information
-
Item not Available
- Format:Hardback
- Pages:125 pages, 35 Illustrations, black and white; XX, 125 p. 35 illus.
- Publisher:Springer International Publishing AG
- Publication Date:05/06/2014
- Category:
- ISBN:9783319058603