Inductive Fuzzy Classification in Marketing Analytics

• Main Author: Kaufmann, Michael (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2014.
• Series: Fuzzy Management Methods,
• Subjects: Business.; Marketing.; Information technology.; Business > Data processing.; Mathematical logic.; Data mining.; E-commerce.; Business and Management.; IT in Business.; Data Mining and Knowledge Discovery.; Mathematical Logic and Formal Languages.; Information Systems Applications (incl. Internet).; e-Commerce/e-business.

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 th...