Abstract: The main goal of this paper is to present and evaluate the possibility of using the methods and tools of Artificial Intelligence and Data Mining to analyze marketing data needed to support decision-making in the process of market segmentation. This paper describes the application of Kohonen’s Neural Networks and Classification Trees (including tools such as CART-Classification and Regression Tree, Chi-squared Automatic Interaction Detector (CHAID) and Boosted Tree) to solving problems of classification and grouping of data. The main part presents the results of market segmentation that can be used by the company producing household products. Finally conclusions and further research plans have been described.

Keywords: data analysis, artificial intelligence, data mining, classification, clustering, Kohonen’s neural networks.

ACM Classification Keywords: I.2.m Miscellaneous : I.2.6 Artificial Intelligence: Learning – Connectionism and neural nets; I.5.1: Models – Neural nets; I.5.3: Clustering – Algorithms.

Link:

INTELLIGENT ANALYSIS OF MARKETING DATA

Łukasz Paśko, Galina Setlak

http://www.foibg.com/ibs_isc/ibs-26/ibs-26-p18.pdf