Geo-Marketing, a New Approach Using Fuzzy Clustering
Lorenzo Mori, Duccio Stefano Gazzei · 2021
This chapter provides consumer data from a big Italian bank with a simple but efficient technique to divide customers into different clusters. Many different subdivisions can be used, but with respect to banks people are interested in clustering the population based on only three dimensions: wealth (IW), education (IE) and age (IA). The method in the acceleration factor, which is a mathematical method for determining where the slope of the curve changes most, suggests that the number of groups might be only one. The solution could be very different if people consider one method instead of another. The consumers extracted were added to the census zone data obtained earlier. Although the individual estimations are not far from the real value, people are also interested in obtaining a good degree of accuracy in the composition of the three dimensions, in such a way as to reproduce the Eurisko model.