KDD in Marketing with Genetic Fuzzy Systems

  • Jorge Casillas
  • Francisco J. Martínez-López

This publication is the fruit of a collaborative research between academics from the marketing and the artificial intelligence fields. It presents a brand new methodology to be applied in marketing (causal) modeling. Specifically, we apply it to a consumer behavior model used for the experimentation. The characteristics of the problem (with uncertain data and available knowledge from a marketing expert) and the multiobjective optimization we propose make genetic fuzzy systems a good tool for tackling it. In sum, by applying this methodology we obtain useful information patterns (fuzzy rules) which help to better understand the relations among the elements of the marketing system (causal model) being analyzed; in our case, a consumer model.


Fuzzy Rule Pareto Front Membership Degree Risk Averseness Linguistic Term 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Jorge Casillas
    • 1
  • Francisco J. Martínez-López
    • 2
  1. 1.Department of Computer Science and Artificial IntelligenceUniversity of GranadaSpain
  2. 2.Department of MarketingUniversity of GranadaSpain

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