Inductive Fuzzy Classification in Marketing Analytics by Michael Kaufmann

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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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Inductive Fuzzy Classification in Marketing Analytics
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Series: Fuzzy Management Methods
Hardcover: 125 pages
Publisher: Springer; 2014 edition (June 25, 2014)
Language: English
ISBN-10: 3319058606
ISBN-13: 978-3319058603
Product Dimensions: 9.2 x 6.1 x 0.4 inches
Shipping Weight: 14.1 ounces
http://www.amazon.com/Inductive-Classification-Marketing-Analytics-Management/dp/3319058606/ref=sr_1_1?ie=UTF8&qid=1410863300&sr=8-1&keywords=Inductive+Fuzzy+Classification+in+Marketing+Analytics

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关键词：Marketing Analytics Analytic Kaufman Michael individual experience marketing practical Michael

good book

Inductive Fuzzy Classification in Marketing Analytics by Michael Kaufmann

Thank you very much for the book