Title

Data mining in marketing using Bayesian networks and evolutionary programming

Document Type

Book chapter

Source Publication

E-commerce and intelligent methods

Publication Date

2002

First Page

198

Last Page

214

Publisher

Physica-Verlag

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.

DOI

10.1007/978-3-7908-1779-9_12

Publisher Statement

Copyright © Springer-Verlag 2002.

Access to external full text or publisher's version may require subscription.

Additional Information

ISBN of the source publication: 9783790825145

Full-text Version

Publisher’s Version

Recommended Citation

Cui, G., & Wong, M. L. (2002). Data mining in marketing using Bayesian networks and evolutionary programming. In J. Segovia, P. S. Szczepaniak, M. Niedzwiedzinski (Eds.), E-commerce and intelligent methods (pp. 198-214). Heidelberg: Physica-Verlag. doi: 10.1007/978-3-7908-1779-9_12