Application of Fuzzy Logic for Advertising Marketing Campaigns

Evaluation of advertising marketing campaigns is a very important and complex task, so far no comprehensive model has been presented in this regard. The present study aims to provide a decision framework for evaluating marketing campaigns. This article collects real-world data from an Iranian bank deposit marketing campaign. For this purpose, 250 cases were considered to extract the rules and 60 cases were considered as test data. Information is provided on 15 important parameters of marketing education, defaults, age, occupation, marriage, day, contact, balance, housing, loans, previous contact, previous outcome, month, call duration and campaigns. A fuzzy expert system was designed with 12 rules after reviewing the rules and removing similar and contradictory rules by using their degree calculation. In this system, by integrating some factors, finally 6 input variables and one output variable were considered that were used by product inference engine, singleton fuzzifier and center average defuzzifier. It was observed that the designed fuzzy expert system provides very good results.