Data Mining in Marketing Using Bayesian Networks and Evolutionary Programming

  • Geng Cui
  • Man Leung Wong
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 105)


Give the explosive growth of customer data collected electronically from current electronic business environment, data mining can potentially discover new knowledge to improve managerial decision making in marketing. This study proposes an innovative approach to data mining using Bayesian Networks and evolutionary programming and applies the methods to marketing data. The results suggest that this approach to knowledge discovery can generate superior results than the conventional method of logistic regression. Future research in this area should devote more attention to applying this and other data mining methods to solving complex problems facing today’s electronic businesses.


Data Mining Bayesian Network Directed Acyclic Graph Direct Marketing Bayesian Network Model 
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-Verlag Berlin Heidelberg 2002

Authors and Affiliations

  • Geng Cui
    • 1
  • Man Leung Wong
    • 2
  1. 1.Department of Marketing and International BusinessLingnan UniversityHong Kong, China
  2. 2.Department of Information SystemsLingnan UniversityHong Kong, China

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