This paper describes an application of evolutionary algorithms to the predictive modelling of customer behaviour in a business environment. Predictive models are represented as fuzzy rule bases, which allows for intuitive human interpretability of the results obtained, while providing satisfactory accuracy. An empirical case study is presented to show the effectiveness of the approach.
Business intelligence for strategic marketing : predictive modelling of customer behaviour using fuzzy logic and evolutionary algorithms / A.G.B. Tettamanzi, M. Carlesi, L. Pannese, M. Santalmasi (LECTURE NOTES IN COMPUTER SCIENCE). - In: Applications of evolutionary computing : Evoworkshops 2007 : EvoCOMNET, EvoFIN, EvoIASP, EvoINTERACTION, EvoMUSART, EvoSTOC, and EvoTransLog : Valencia, Spain, april 11-13, 2007 : proceedings / [a cura di] Mario Giacobini. - Berlin : Springer, 2007. - ISBN 3540718044. - pp. 233-240 (( convegno Evo* tenutosi a Valencia nel 2007.
Business intelligence for strategic marketing : predictive modelling of customer behaviour using fuzzy logic and evolutionary algorithms
A.G.B. TettamanziPrimo
;
2007
Abstract
This paper describes an application of evolutionary algorithms to the predictive modelling of customer behaviour in a business environment. Predictive models are represented as fuzzy rule bases, which allows for intuitive human interpretability of the results obtained, while providing satisfactory accuracy. An empirical case study is presented to show the effectiveness of the approach.
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