Abstract
Within a more globalized and inter-connected world, it becomes necessary to optimize resources for locating final products to target market segments. Direct Marketing has benefited from computational methods to model consumer preferences, and many companies are beginning to explore this strategy to interact with customers. Nevertheless, it is still an open problem how to formulate, distribute and apply surveys to clients, and then gather their responses to determine tendencies in customers’ preferences. In this paper we propose a distributed intelligent system as a technological innovation in this subject. Our main goal is to reach final consumers and correlate preferences by using an approach that combines Fuzzy-C Means and the Analytic Hierarchy Process. A Multi Agent System is used to support the definition of survey parameters, the survey itself and the intelligent processing of clients’ judgements. Clusters are synthesized after processing customers preferences and they represent a useful tool to analyze their preferences towards products’ features.
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Morales, V.L., Ortega, O.L. (2010). Direct Marketing Based on a Distributed Intelligent System. In: Casillas, J., Martínez-López, F.J. (eds) Marketing Intelligent Systems Using Soft Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15606-9_17
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DOI: https://doi.org/10.1007/978-3-642-15606-9_17
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