List of Publications

User login

Welcome to the Website of the Fuzzy Marketing Methods Research Center!

 

 

Research Projects

On this site you find information on ongoing research projects of the Information Systems Research Group (University of Fribourg, Switzerland) about applications of the fuzzy classification approach:

 

What is Fuzziness?

The fuzzy logic theory proposed by Zadeh is based on intuitive reasoning and takes into account human subjectivity and imprecision. Unlike classical data mining techniques such as cluster or regression analysis, fuzzy logic enables the use of non-numerical values and introduces the notion of linguistic variables. Using linguistic terms and variables hides the complexity of the application domain and permits a more intuitive and human-oriented querying process.

 

What is the Main Objective of the Research Center FMsquare?

Business is confronted with huge data collections, mostly stored in information systems. Due to this information overload, it is becoming difficult to analyze the data and to generate business decisions. To address this, a toolkit fCQL (fuzzy Classification Query Language) for classification, analysis, and decision support has been developed. This toolkit reduces the complexity of business data and extracts valuable hidden information through a fuzzy classification.

 

What is the Benefit when Applying Fuzzy Methods?

The main advantage of a fuzzy classification compared to a classical one is that an element is not limited to a single class but can be assigned to several classes. In addition, fuzzy classification and fuzzy methods support qualitative and quantitative indicators. The fuzzy classification with its query facility allows to improve customer equity, launch loyalty programs, automate mass customization issues, and refine marketing campaigns.

 

 

Fuzzy Methods for Customer Relationship Management and Marketing

 

 

Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications explores the possibilities and advantages created by fuzzy methods through the presentation of thorough research and case studies. This book covers a variety of possible fuzzy logic approaches to customer relationship management and marketing, making it a valuable resource for not only students and researchers but also executives, managers, marketing experts, and project leaders who are interested in applying fuzzy classification to managerial decisions.

 

 

 

 

 

University of Fribourg (Switzerland) | Department of Informatics

Boulevard de Pérrolles 90 - 1700, Fribourg