Fuzzy clustering with volume prototypes and adaptive cluster merging

Two extensions to the objective function-based fuzzy clustering are proposed. First, the (point) prototypes are extended to hypervolumes, whose size can be fixed or can be determined automatically from the data being clustered. It is shown that clustering with hypervolume prototypes can be formulated as the minimization of an objective function. Second, a heuristic cluster merging step is introduced where the similarity among the clusters is assessed during optimization. Starting with an overestimation of the number of clusters in the data, similar clusters are merged in order to obtain a suitable partitioning. An adaptive threshold for merging is proposed. The extensions proposed are applied to Gustafson–Kessel and fuzzy c-means algorithms, and the resulting extended algorithm is given. The properties of the new algorithm are illustrated by various examples

Fuzzy Modeling of Client Preference in Data-Rich Marketing Environments

Advances in computational methods have led, in the world of financial services, to huge databases of client and market information. In the past decade, various computational intelligence (CI) techniques have been applied in mining this data for obtaining knowledge and in-depth information about the clients and the markets. This paper discusses the application of fuzzy clustering in target selection from large databases for direct marketing (DM) purposes. Actual data from the campaigns of a large financial services provider are used as a test case. The results obtained with the fuzzy clustering approach are compared with those resulting from the current practice of using statistical tools for target selection.fuzzy clustering;direct marketing;client segmentation;fuzzy systems

Fuzzy Modeling of Client Preference in Data-Rich Marketing Environments

Advances in computational methods have led, in the world of financial services, to huge databases of client and market information. In the past decade, various computational intelligence (CI) techniques have been applied in mining this data for obtaining knowledge and in-depth information about the clients and the markets. This paper discusses the application of fuzzy clustering in target selection from large databases for direct marketing (DM) purposes. Actual data from the campaigns of a large financial services provider are used as a test case. The results obtained with the fuzzy clustering approach are compared with those resulting from the current practice of using statistical tools for target selection

Extended Fuzzy Clustering Algorithms

Fuzzy clustering is a widely applied method for obtaining fuzzy models from data. It has been applied successfully in various fields including finance and marketing. Despite the successful applications, there are a number of issues that must be dealt with in practical applications of fuzzy clustering algorithms. This technical report proposes two extensions to the objective function based fuzzy clustering for dealing with these issues. First, the (point) prototypes are extended to hypervolumes whose size is determined automatically from the data being clustered. These prototypes are shown to be less sensitive to a bias in the distribution of the data. Second, cluster merging by assessing the similarity among the clusters during optimization is introduced. Starting with an over-estimated number of clusters in the data, similar clusters are merged during clustering in order to obtain a suitable partitioning of the data. An adaptive threshold for merging is introduced. The proposed extensions are applied to Gustafson-Kessel and fuzzy c-means algorithms, and the resulting extended algorithms are given. The properties of the new algorithms are illustrated in various examples

Data processing for direct marketing through Big Data

Traditional marketing performs promotion through various channels such as news in newspapers, radio, etc., but those promotions are aimed at all people, whether or not interested in the product or service being promoted. This method usually leads to high expenses and a low response rate by potential customers. That is why, nowadays, because there is a very competitive market, mass marketing is not safe, hence specialists are focusing efforts on direct marketing. This method studies the characteristics, needs and also selects a group of customers as a target for the promotion. Direct marketing uses predictive modeling from customer data, with the aim of selecting the most likely to respond to promotions. This research proposes a platform for the processing of data flows for target customer selection processes and the construction of required predictive response models

TS-Models from Evidential Clustering

We study how to derive a fuzzy rule-based classification model using the theoretical framework of belief functions. For this purpose we use the recently proposed Evidential c-means (ECM) to derive Takagi-Sugeno (TS) models solely from data. ECM allocates, for each object, a mass of belief to any subsets of possible clusters, which allows to gain a deeper insight in the data while being robust with respect to outliers. Some classification examples are discussed, which show the advantages and disadvantages of the proposed algorithm