This paper describes an application of evolutionary algorithms to the predictive modelling of customer behaviour in a business environment. Predictive models are represented as fuzzy rule bases, which allows for intuitive human interpretability of the results obtained, while providing satisfactory accuracy. An empirical case study is presented to show the effectiveness of the approach.
['Andrea G. B. Tettamanzi', 'Maria Carlesi', 'Lucia Pannese', 'Mauro Santalmasi']
Business Intelligence for Strategic Marketing: Predictive Modelling of Customer Behaviour Using Fuzzy Logic and Evolutionary Algorithms