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Contribution to Book
Data mining in marketing using Bayesian networks and evolutionary programming
E-commerce and intelligent methods
  • Geng CUI, Lingnan University, Hong Kong
  • Man Leung WONG, Lingnan University, Hong Kong
Document Type
Book chapter
Publication Date
1-1-2002
Publisher
Physica-Verlag
Disciplines
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
Citation Information
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