Unsupervised KDD to creatively support managers' decision making with fuzzy association rules: A distribution channel application

Albert Orriols-Puig, Francisco J. Martínez-López, Jorge Casillas, Nick Lee

    Producció científica: Article en revista indexadaArticleAvaluat per experts

    15 Cites (Scopus)

    Resum

    To be competitive in contemporary turbulent environments, firms must be capable of processing huge amounts of information, and effectively convert it into actionable knowledge. This is particularly the case in the marketing context, where problems are also usually highly complex, unstructured and ill-defined. In recent years, the development of marketing management support systems has paralleled this evolution in informational problems faced by managers, leading to a growth in the study (and use) of artificial intelligence and soft computing methodologies. Here, we present and implement a novel intelligent system that incorporates fuzzy logic and genetic algorithms to operate in an unsupervised manner. This approach allows the discovery of interesting association rules, which can be linguistically interpreted, in large scale databases (KDD or Knowledge Discovery in Databases.) We then demonstrate its application to a distribution channel problem. It is shown how the proposed system is able to return a number of novel and potentially-interesting associations among variables. Thus, it is argued that our method has significant potential to improve the analysis of marketing and business databases in practice, especially in non-programmed decisional scenarios, as well as to assist scholarly researchers in their exploratory analysis.

    Idioma originalAnglès
    Pàgines (de-a)532-543
    Nombre de pàgines12
    RevistaIndustrial Marketing Management
    Volum42
    Número4
    DOIs
    Estat de la publicacióPublicada - de maig 2013

    Fingerprint

    Navegar pels temes de recerca de 'Unsupervised KDD to creatively support managers' decision making with fuzzy association rules: A distribution channel application'. Junts formen un fingerprint únic.

    Com citar-ho