Fuzzy, crisp, and human logic in e-commerce marketing data mining
Kelda L. Hearn, Yanqing Zhang · Proceedings of SPIE, the International Society for Optical Engineering/Proceedings of SPIE · 2001
In today's business world there is an abundance of available data and a great need to make good use of it. Many businesses would benefit from examining customer habits and trends and making marketing and product decisions based on that analysis. However, the process of manually examining data and making sound decisions based on that data is time consuming and often impractical. Intelligent systems that can make judgments similar to human judgments are sorely needed. Thus, systems based on fuzzy logic present themselves as an option to be seriously considered. The work described in this paper attempts to make an initial comparison between fuzzy logic and more traditional hard or crisp logic to see which would make a better substitute for human intervention. In this particular case study, customers are classified into categories that indicate how desirable the customer would be as a prospect for marketing. This classification is based on a small set of customer data. The results from these investigations make it clear that fuzzy logic is more able to think for itself and make decisions that more closely match human decision and is therefore significantly closer to human logic than crisp logic.