The use of neural networks and rule induction for customer segmentation and target market profiling

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dc.contributor.authorBloom, J. Z.en_ZA
dc.date.accessioned2013-01-23T11:51:57Z
dc.date.available2013-01-23T11:51:57Z
dc.date.issued2002
dc.descriptionCITATION: Bloom, J. Z. 2002. The use of neural networks and rule induction for customer segmentation and target market profiling. South African Journal of Economic and Management Sciences, 5(1):a2673, doi:10.4102/sajems.v5i1.2673.
dc.descriptionhttps://sajems.org
dc.description.abstractInadequate market segmentation and clustering problems could cause an enterprise to either miss a strategic marketing opportunity or not cash in on a tactical campaign. The need for in-depth knowledge of customer segments and to overcome the limitations of non-linear problems require a different approach. The objectives of the research are (1) to consider the use of self-organising feature (SOM) neural networks for segmenting tourist markets and (2) to assess the use of inducing decision trees to obtain rules for profiling existing and classifying new respondents. The findings of the SOM neural network modelling indicate three definitive natural clusters. The induction of rules from decision trees were used to obtain a broad indication of a segment profile on the basis of a rule set and also enables the segment classification of customers from follow-up surveys.en_ZA
dc.description.urihttps://sajems.org/index.php/sajems/article/view/2673
dc.description.versionPublisher's version
dc.format.extent25 pages : illustrations
dc.identifier.citationBloom, J. Z. 2002. The use of neural networks and rule induction for customer segmentation and target market profiling. South African Journal of Economic and Management Sciences, 5(1):a2673, doi:10.4102/sajems.v5i1.2673.
dc.identifier.issn2222-3436 (online)
dc.identifier.issn1015-8812 (print)
dc.identifier.urihttp://hdl.handle.net/10019.1/75818
dc.language.isoen_ZAen_ZA
dc.publisherAOSIS
dc.rights.holderAuthor retains copyright
dc.subject.lcshNeural networks (Computer science)en_ZA
dc.subject.lcshKnowledge acquisition (Expert systems)en_ZA
dc.subject.lcshMarketing -- Management -- Data processingen_ZA
dc.subject.lcshData miningen_ZA
dc.titleThe use of neural networks and rule induction for customer segmentation and target market profilingen_ZA
dc.typeArticleen_ZA
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