Title :
An inductive fuzzy classification approach applied to individual marketing
Author :
Kaufmann, Michael ; Meier, Andreas
Author_Institution :
Res. Center for Fuzzy Marketing Methods, Univ. of Fribourg, Fribourg, Switzerland
Abstract :
A new methodology for the induction of membership functions for fuzzy classification is introduced. The induction step is based on deriving membership functions from normalized likelihood ratios of target class membership. A case study is presented where this fuzzy data analysis process is applied in predictive analytics for an individual marketing campaign in the online channel of a financial service provider by selecting fuzzy target groups in a data warehouse.
Keywords :
data analysis; fuzzy set theory; learning by example; marketing data processing; pattern classification; fuzzy data analysis; individual marketing; inductive fuzzy classification; membership function induction; normalized likelihood ratio; predictive analytics; Data analysis; Data mining; Data warehouses; Databases; Fuzzy logic; Fuzzy reasoning; Humans; Information processing; Predictive models; Regression analysis; Fuzzy Data Analysis; Fuzzy Marketing Methods; Fuzzy Target Groups; Individual Marketing; Inductive Fuzzy Classification; Predictive Analytics;
Conference_Titel :
Fuzzy Information Processing Society, 2009. NAFIPS 2009. Annual Meeting of the North American
Conference_Location :
Cincinnati, OH
Print_ISBN :
978-1-4244-4575-2
Electronic_ISBN :
978-1-4244-4577-6
DOI :
10.1109/NAFIPS.2009.5156393
