Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods) - Hardcover

Buch 2 von 12: Fuzzy Management Methods

Kaufmann, Michael

 
9783319058603: Inductive Fuzzy Classification in Marketing Analytics (Fuzzy Management Methods)
Hardcover
ISBN 10: 3319058606 ISBN 13: 9783319058603
Verlag: Springer, 2014

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Michael Kaufmann is a computer scientist with specialization in analytics and machine learning. Currently he is working as a business analyst at FIVE Informatik, where he consults executive boards of small and medium enterprises. He was data architect at Swiss Mobiliar and a Data Warehouse Analyst at Post Finance. He is a postdoctoral researcher publishing scientific articles on applications of fuzzy classification. He got his degree of Doctor Scientiarum Informaticarum (Dr. sc. Inf.) in 2012 and his Master's and Bachelor's degrees in Computer Science in 2004 and 2005, respectively, from the University of Fribourg, Switzerland.

Von der hinteren Coverseite

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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Verlag
Springer
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
3319058606
ISBN 13 
9783319058603
Einband
Gebundene Ausgabe
Anzahl der Seiten
145
Kontakt zum Hersteller
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Darmstadt
64293
Deutschland

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ISBN 10:  3319381601 ISBN 13:  9783319381602
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Softcover