Data mining for enhanced marketing decision making. Applications in consumers’ behavior data in online and offline environment using a machine learning model

• Main Author: Γκίκας, Δημήτριος
• Other Authors: Gkikas, Dimitrios
• Language: English
• Published: 2022
• Subjects: Marketing; Consumer/user behavior; Decision making; Machine learning; Data mining; GA wrapper; Decision trees; Μάρκετινγκ; Συμπεριφορά καταναλωτή/χρήστη; Λήψη αποφάσεων; Μηχανική μάθηση; Εξόρυξη δεδομένων; Μέθοδος περιτυλίγματος; Γενετικοί αλγόριθμοι; Δέντρα αποφάσεων

An excessive amount of data is daily generated, and the customer’s journey becomes extremely complicated. Industries and decision makers struggle to follow the new trends and they invest huge budgets trying to close the gap between the data and the consumer’s behavior. The need of using artificial i...