MarkiS: A marketing intelligent system software application for causal modeling

Abstract

MarkiS is a software platform that uses intelligent systems for knowledge extraction from large marketing databases. MarkiS allows the marketing expert to model, learn and analyze marketing models using two different genetic algorithms for learning fuzzy systems with multi-item variables. Using these intelligent systems the expert can obtain more valuable information about the model and improve his/her decisions.MarkiS functioning is divided into five steps: the creation of the model, the presentation of the dataset, the edition of the variables and items of the model, the learning of the fuzzy rule-based systems that explain the model, and the analysis of these fuzzy systems. © 2012 Springer-Verlag.