Data mining in marketing using Bayesian networks and evolutionary programming

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Abstract

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.
Original languageEnglish
Title of host publicationE-commerce and intelligent methods
PublisherPhysica-Verlag
Pages198-214
Number of pages17
ISBN (Print)9783790825145
DOIs
Publication statusPublished - 1 Jan 2002

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