A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Agarwal, Pooja
- Automatic Fuzzy Classification Tool for Customer Loyalty Using Gaussian Membership Function
Authors
1 Department of MCA, PES School of Engineering, Bangalore, IN
2 Department of CSE, PES School of Engineering, Bangalore, IN
Source
Data Mining and Knowledge Engineering, Vol 2, No 7 (2010), Pagination: 168-173Abstract
Retaining customers in current era is of utmost importance and crucial for the success of any business enterprise. Identifying potential and loyal customers for any enterprise is of great importance. Customer loyalty is one of the major aspects of Customer Relationship Management (CRM). It is very important for an organization to identify its loyal customers, so that the organization can provide better and special services to these customers in order to enhance their business. In this paper, the construction of fuzzy decision tree has been refined by assigning the weights to each attribute, as all the attributes may not affect the customer loyalty equally.
This paper proposes an application, which makes use of fuzzy decision trees for classifying customers into various categories. Rather than identifying a customer crisply falling near to the end boundaries, soft boundaries (concept of fuzziness) are used which classifies the customer into different predefined classes of loyalty from the information stored about the customers by the organization.
This procedure helps in classifying customers in a better way as compared to crisp classification. The proposed framework is evaluated on a sample dataset that provides encouraging results.
Keywords
Fuzzy Classification, Gaussian Membership Function, Customer Loyalty, Gini Index.
- Comparative Study of Traditional Advertising Vis à Vis Digital Marketing – With Reference to FMCG Products
Authors
1 Student, MBA Department, MIET Business School, Meerut, Uttar Pradesh, IN
Source
International Journal of Applied Marketing and Management, Vol 7, No 1 (2022), Pagination: 17-24Abstract
Marketing has been growing for decades in one form or another. The main purpose of marketing is to make goods and services available to customers as per their needs and wants. Traditionally, marketing used to be done through limited mediums like television, print media, and so on. However, with the changing times and with continuous improvements in information technologies, there has been a shift to modern ways of marketing. Digital Marketing has provided the great opportunity and a huge platform to the marketers to connect to the target audience. India is one of the largest growing markets in the world and the scope for digital marketing is going to increase the most. Modern tools include social media advertisements, e-mail marketing, and so on. This study will focus on how companies and various firms are moving towards the use of modern ways of advertising, and how it is getting easier for them to use these mediums and in connecting the tastes and preferences of a larger customer base.Keywords
Marketing, Digital Marketing, Traditional Marketing, Cost Effective, Customer KnowledgeReferences
- Raluca, D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 9(58), 51-56.
- Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10).
- Suginraj, M. (2017). Growth of online marketing in India – A study. International Journal of Research in Management & Business Studies, 4(3), 9-14.
- Parab, U. (2020). Trends in digital marketing in India. International Journal of Advanced Research in Science, Communication and Technology, 9(5), 171-174.
- http://www.zenithresearch.org.in/images/stories/pdf/2020/DECEMBER/ZIJMR/zijmr3dec20-13797.pdf
- https://www.jetir.org/papers/JETIRZ006100.pdf
- https://www.diva-portal.org/smash/get/diva2:3806/FULLTEXT01.pdf
- https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3 545505
- https://ijrmbs.com/vol4issue3SPL1/suginraj.pdf https://ijarsct.co.in/Paper435.pdf
- https://docplayer.net/22152061-Blending-traditionalanddigital-marketing.html
- https://link.springer.com/chapter/10.1007/978-3-030-48332-6_17 https://www.adgully.com/fevicol-sofa-campaign-depicts-60-years-of-the-brands-existence-87843.html
- https://www.in-mind.org/article/the-good-the-bad-andthe-ugly-of-the-dove-campaign-for-real-beauty
- https://scroll.in/magazine/819640/forget-pierce-brosnans-stunts-all-pan-masala-ads-target-the-aspirational-sentimental-indian
- https://seriouslysimplemarketing.com/traditional-vs-online-marketing/