An Inductive Approach to Fuzzy Marketing Analytics

M.A. Kaufmann (Switzerland)


Fuzzy Logic and Systems, Marketing Analytics, FuzzyData Analysis, Inductive Fuzzy Classification


Inductive fuzzy classification (IFC) is the process of grouping elements into fuzzy sets whose membership functions are induced from data. These methods can be applied to fuzzy data analysis for knowledge discovery, reporting and prediction. In this paper, two new IFC methods using percentile ranks and likelihood ratios and their application to fuzzy data analysis in general and fuzzy marketing analytics in specific are investigated. The benefit of IFC to customer profiling, product scoring, campaign measurement and web usage mining is discussed.

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