Fuzzy Geodemographic Targeting
Geodemographics is the analysis of spatially referenced demographic and lifestyle data, which has proved to be a major geographical marketing research tool of enormous commercial value. The rapid growth experienced by the geodemographics industry during the 1980s in both North America and Europe (Flowerdew and Goldstein, 1989) continues today at an exponential rate; projections of the market value of geodemographics for 1996 were £ 100 million, almost double that of 1995, with a far larger sum of money invested in software and decision support systems containing an embedded geodemographic component (Sleight, 1997).
KeywordsFuzzy Logic Neighbourhood Effect Neighbourhood Type Fuzzy Classification Random Target
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