A Fuzzy Linguistic RFM Model Applied to Campaign Management

In the literature there are some proposals for integrated schemes for campaign management based on segmentation from the results of the RFM model. RFM is a technique used to analyze customer behavior by means of three variables: Recency, Frequency and Monetary value. It is s very much in use in the business world due to its simplicity of use, implementation and interpretability of its results. However, RFM applications to campaign management present known limitations like the lack of precision because the scores of these variables are expressed by an ordinal scale. In this paper, we propose to link customer segmentation methods with campaign activities in a more effective way incorporating the 2–tuple model both to the RFM calculation process and to its subsequent exploitation by means of segmentation algorithms, specifically, k-means. This yields a greater interpretability of these results and also allows computing these values without loss of information. Therefore, marketers can effectively develop more effective marketing strategy

An RFM Model Customizable to Product Catalogues and Marketing Criteria Using Fuzzy Linguistic Models: Case Study of a Retail Business

In the field of strategic marketing, the recency, frequency and monetary (RFM) variables model has been applied for years to determine how solid a database is in terms of spending and customer activity. Retailers almost never obtain data related to their customers beyond their purchase history, and if they do, the information is often out of date. This work presents a new method, based on the fuzzy linguistic 2-tuple model and the definition of product hierarchies, which provides a linguistic interpretability giving business meaning and improving the precision of conventional models. The fuzzy linguistic 2-tuple RFM model, adapted by the product hierarchy thanks to the analytical hierarchical process (AHP), is revealed to be a useful tool for including business criteria, product catalogues and customer insights in the definition of commercial strategies. The result of our method is a complete customer segmentation that enriches the clusters obtained with the traditional fuzzy linguistic 2-tuple RFM model and offers a clear view of customers’ preferences and possible actions to define cross- and up-selling strategies. A real case study based on a worldwide leader in home decoration was developed to guide, step by step, other researchers and marketers. The model was built using the only information that retailers always have: customers’ purchase ticket details

A Formal Approach based on Fuzzy Logic for the Specification of Component-Based Interactive Systems

Formal methods are widely recognized as a powerful engineering method for the specification, simulation, development, and verification of distributed interactive systems. However, most formal methods rely on a two-valued logic, and are therefore limited to the axioms of that logic: a specification is valid or invalid, component behavior is realizable or not, safety properties hold or are violated, systems are available or unavailable. Especially when the problem domain entails uncertainty, impreciseness, and vagueness, the appliance of such methods becomes a challenging task. In order to overcome the limitations resulting from the strict modus operandi of formal methods, the main objective of this work is to relax the boolean notion of formal specifications by using fuzzy logic. The present approach is based on Focus theory, a model-based and strictly formal method for componentbased interactive systems. The contribution of this work is twofold: i) we introduce a specification technique based on fuzzy logic which can be used on top of Focus to develop formal specifications in a qualitative fashion; ii) we partially extend Focus theory to a fuzzy one which allows the specification of fuzzy components and fuzzy interactions. While the former provides a methodology for approximating I/O behaviors under imprecision, the latter enables to capture a more quantitative view of specification properties such as realizability.Comment: In Proceedings FESCA 2015, arXiv:1503.0437

Применение нечеткого лингвистического подхода при выборе маркетинговых стратегий

В статье рассмотрена проблема выбора маркетинговых стратегий продвижения продуктов в условиях неопределенности рыночной ситуаци

Editor’s Note

This special issue has been designed with the primary objective of demonstrating the diversity of fields where AI is used and, consequently, how it is gaining increasing importance as a tool for analysis and research. In this sense, there are works related to the following topics: the use of AI with the IoT, campaign management, topic models and fusion methods, sales forecasting, price forecasting for electricity market, NLP techniques in computational medicine, evaluation of patient triage in hospital emergency settings, algorithms for solving the assignment problem, scheduling strategy for scientific workflow, driver fatigue detection mechanisms, virtual reality and specialized training, image segmentation, web service selection, multimedia documents adaptation, 3D navigation in virtual environments, multi-criteria decision-making methods and emotional states classification

A multi-attribute data mining model for rule extraction and service operations benchmarking

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose Customer differences and similarities play a crucial role in service operations, and service industries need to develop various strategies for different customer types. This study aims to understand the behavioral pattern of customers in the banking industry by proposing a hybrid data mining approach with rule extraction and service operation benchmarking. Design/methodology/approach The authors analyze customer data to identify the best customers using a modified recency, frequency and monetary (RFM) model and K-means clustering. The number of clusters is determined with a two-step K-means quality analysis based on the Silhouette, Davies–Bouldin and Calinski–Harabasz indices and the evaluation based on distance from average solution (EDAS). The best–worst method (BWM) and the total area based on orthogonal vectors (TAOV) are used next to sort the clusters. Finally, the associative rules and the Apriori algorithm are used to derive the customers' behavior patterns. Findings As a result of implementing the proposed approach in the financial service industry, customers were segmented and ranked into six clusters by analyzing 20,000 records. Furthermore, frequent customer financial behavior patterns were recognized based on demographic characteristics and financial transactions of customers. Thus, customer types were classified as highly loyal, loyal, high-interacting, low-interacting and missing customers. Eventually, appropriate strategies for interacting with each customer type were proposed. Originality/value The authors propose a novel hybrid multi-attribute data mining approach for rule extraction and the service operations benchmarking approach by combining data mining tools with a multilayer decision-making approach. The proposed hybrid approach has been implemented in a large-scale problem in the financial services industry

Gestión estratégica de atención al cliente mediante modelos lingüísticos difusos, modelos de decisión y machine learning. Aplicación práctica en entornos B2C y B2B

En el último decenio hemos asistido a lo que se conoce como 4ª Revolución Industrial. Entre los factores que han contribuido a este cambio están entre otros la capacidad de almacenamiento y procesamiento de información, además de la velocidad delas comunicaciones. Desde el punto de vista del consumidor, esta irrupción digital está transformando la forma en la que los usuarios se relacionan con las marcas. Y en este sentido, cada segmento de población, cada cliente define su propio mapa de viaje (en inglés Customer Journey Map) en su relación con la marca (Lemon & Verhoef, 2016), creando de esta forma una mayor comprensión de la experiencia del cliente y de su viaje a través de sus distintas interacciones a través de cualquier canal. Por otro lado, atraer a los clientes es importante, pero más aún es poder retenerlos, las estrategias de marketing están focalizadas en este proceso de retención de los clientes más rentables. Todo esto ha supuesto para las empresas un importante cambio de paradigma, pasando de una aproximación centrada en el producto a otra donde el cliente pasa a ser el centro de su estrategia, en inglés Customer Centric. Conceptos como Transformación Digital e Industria 4.0 (Oztemel & Gursev, 2020), entre otros aspectos tienen en cuenta este empoderamiento del consumidor, y esta aproximación centrada en el cliente (V. Kumar & Reinartz, 2012). En este modelo, cobra especial relevancia la comunicación bidireccional entre cliente y marca, donde el marketing y el servicio de atención al cliente personalizados son fundamentales en la definición de una estrategia de reconocimiento de marca y de fidelización, logrando una mayor retención de clientes y en consecuencia mayor rentabilidad para la empresa..

Metasemantics and fuzzy mathematics

The present thesis is an inquiry into the metasemantics of natural languages, with a particular focus on the philosophical motivations for countenancing degreed formal frameworks for both psychosemantics and truth-conditional semantics. Chapter 1 sets out to offer a bird's eye view of our overall research project and the key questions that we set out to address. Chapter 2 provides a self-contained overview of the main empirical findings in the cognitive science of concepts and categorisation. This scientific background is offered in light of the fact that most variants of psychologically-informed semantics see our network of concepts as providing the raw materials on which lexical and sentential meanings supervene. Consequently, the metaphysical study of internalistically-construed meanings and the empirical study of our mental categories are overlapping research projects. Chapter 3 closely investigates a selection of species of conceptual semantics, together with reasons for adopting or disavowing them. We note that our ultimate aim is not to defend these perspectives on the study of meaning, but to argue that the project of making them formally precise naturally invites the adoption of degreed mathematical frameworks (e.g. probabilistic or fuzzy). In Chapter 4, we switch to the orthodox framework of truth-conditional semantics, and we present the limitations of a philosophical position that we call "classicism about vagueness". In the process, we come up with an empirical hypothesis for the psychological pull of the inductive soritical premiss and we make an original objection against the epistemicist position, based on computability theory. Chapter 5 makes a different case for the adoption of degreed semantic frameworks, based on their (quasi-)superior treatments of the paradoxes of vagueness. Hence, the adoption of tools that allow for graded membership are well-motivated under both semantic internalism and semantic externalism. At the end of this chapter, we defend an unexplored view of vagueness that we call "practical fuzzicism". Chapter 6, viz. the final chapter, is a metamathematical enquiry into both the fuzzy model-theoretic semantics and the fuzzy Davidsonian semantics for formal languages of type-free truth in which precise truth-predications can be expressed