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Artificial Neural Network, Induction Rules, and IRANN to Forecast Purchasers for a Specific Product  

Jung Su-Mi (숭실대학교 산업정보시스템공학과)
Lee Gun-Ho (숭실대학교 산업정보시스템공학과)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.30, no.4, 2005 , pp. 117-130 More about this Journal
Abstract
It is effective and desirable for a proper customer relationship management or marketing to focus on the specific customers rather than a number of non specific customers. This study forecasts the prospective purchasers with high probability to purchase a specific product. Artificial Neural Network( ANN) can classily the characteristics of the prospective purchasers but ANN has a limitation in comprehending of outputs. ANN is integrated into IRANN with IR of decision tree program C5.0 to comprehend and analyze the outputs of ANN. We compare and analyze the accuracy of ANN, IR, and IRANN each other.
Keywords
forecasting Purchasers; Customized Marketing; Induction Rule; Neural Network;
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