Marketing Intelligent System for Customer Segmentation

  • Brano Markic
  • Drazena Tomic
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 258)


Marketing intelligent system consists of people, procedures, software, databases, and devices that are used in problem-specific decision-making and problem-solving. Marketing intelligent system is an interdisciplinary field that relates to databases, data warehouse, machine learning, expert systems (formalisms of knowledge representation), statistics and operational research and data visualization. The common goal of integrating these different fields is extracting knowledge from data stored in large databases and data warehouses.

Marketing intelligent system uses sophisticated software for satisfaction manager’s quires. Software is designated so that its use is relatively simple. Top manager can very quickly receive the essential and key information about the basic economic indicators. Long running education of managers for implementation of marketing intelligent system is unnecessary. Information is short, condensed and visualized.

Marketing intelligent system for customers’ segmentation performs useful tasks for marketing researches. They will make marketing researchers more productive allowing doing more work in less time and creating interesting information for marketing decision making. They comprise enough knowledge to react quickly.

In the paper is analyzing and building marketing intelligent system for customers segmentation based on crisp and fuzzy set clustering. Fuzzy logic is a well proven and well established logic of degrees and provides a framework for dealing quantitatively and logically with vague concepts. In fuzzy logic a data point’s membership in a set is not crisp (crisp means either in or out of the set) but can be specified as a degree of membership. Fuzzy logic has a wide range of applicability (in clustering, machine learning, expert system, neural networks and decision trees). Marketing intelligent system built in the paper uses fuzzy clustering algorithm and assigns a set of multiple clusters with varying degrees of membership, unlike conventional cluster analysis that assigns a value to a single cluster. Data for customers clustering are stored in relational data warehouse that is temporarily loaded from transactional data bases.


marketing intelligent system fuzzy c-means clustering market segmentation 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Brano Markic
    • 1
  • Drazena Tomic
    • 1
  1. 1.Faculty of EconomicsUniversity of Mostar, Bosnia and Herzegovina 

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