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Fuzzy Target Groups in Analytic Customer Relationship Management
Abstract
Scoring models yield continuous predictions instead of sharp classifications. Scoring customers for profitability, loyalty, or product affinity corresponds to an inductive fuzzy classification: The model represents a continuous membership function mapping the set of customers into the fuzzy set of interesting customers – the fuzzy target group. This chapter presents a method for membership function induction based on normalized likelihood ratios. Applications of this method are proposed for selection, visualization, and prediction in the field of analytics in general, and for customer profiling, target group definition and customer scoring specifically for analytic customer relationship management. A real world case study is described. Furthermore, an implementation of the proposed method, developed at the research center for fuzzy marketing methods (FMsquare1), is presented.
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