Original scientific paper

ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY

Brano Markić ; University of Mostar, Mostar, Bosnia and Hercegovina
Sanja Bijakšić ; University of Mostar, Mostar, Bosnia and Hercegovina
Marko Šantić ; University of Mostar, Mostar, Bosnia and Hercegovina

Abstract

Artificial intelligence is a computer-based analytical process that tends to create computational systems which we would incline to be called intelligent. Expert systems are the most important part of the artificial intelligence from economic perspective. Expert systems attempt to mimic the human thought process including reasoning and optimization. “Knowledge” is represented by a set of “if-then” rules in a form of knowledge base. The results of artificial intelligence system implementation in refining marketing customer strategy based on five customer behaviour factors: revenues, profit margin, market share, liquidity, long term value, and retention probability are presented in the paper. Customer marketing strategy depends on the combination of the value of these five attributes. Expert system helps a marketer to “drill down” into data and identify the most loyal customers, separates the customers into groups, and plans the adequate marketing strategy. Expert system for determining adequate marketing customer strategy is developed using Visual Prolog programming language. Visual Prolog has shown satisfactory application and developing power.

Keywords

artificial intelligence; expert systems; marketing strategy; knowledge base; Visual Prolog

Hrčak ID:

159917

URI

https://hrcak.srce.hr/159917

Publication date:

31.3.2016.

Article data in other languages: croatian

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