Application of Fuzzy Logic for Advertising Marketing Campaigns

Document Type : Research Article

Authors

Department of Mathematics‎, ‎Payame Noor University (PNU)‎‎,‎ ‎P.O‎. ‎Box‎. ‎19395-4697‎, ‎Tehran‎, ‎Iran‎.

Abstract

Evaluation of advertising marketing campaigns is a very important and complex task‎, ‎so far no comprehensive model has been presented in this regard‎. ‎The present study aims to provide a decision framework for evaluating marketing campaigns‎. ‎This article collects real-world data from an Iranian bank deposit marketing campaign‎. ‎For this purpose‎, ‎250 cases were considered to extract the rules and 60 cases were considered as test data‎. ‎Information is provided on 15 important parameters of marketing education‎, ‎defaults‎, ‎age‎, ‎occupation‎, ‎marriage‎, ‎day‎, ‎contact‎, ‎balance‎, ‎housing‎, ‎loans‎, ‎previous contact‎, ‎previous outcome‎, ‎month‎, ‎call duration, and campaigns‎. ‎A fuzzy expert system was designed with 12 rules after reviewing the rules and removing similar and contradictory rules by using their degree calculation‎. ‎In this system‎, ‎by integrating some factors‎, ‎finally, 6 input variables and one output variable were considered that were used by the product inference engine‎, ‎singleton fuzzifier, and center average defuzzifier‎. ‎It was observed that the designed fuzzy expert system provides very good results.

Keywords


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