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Inductive Fuzzy Classification in Marketing Analytics (Hardcover, 2014 ed.)
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Inductive Fuzzy Classification in Marketing Analytics (Hardcover, 2014 ed.)
Series: Fuzzy Management Methods
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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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