Evolutionary Induction of Descriptive Fuzzy Rules in a Market Problem

Nowadays, face to face contact with the client is fundamental to the development of marketing acts. In this sense trade fairs are a basic instrument in company marketing policies, especially in Industrial Marketing. In this paper, we study the use of Soft Computing methodologies, specifically Fuzzy Logic and Genetic Algorithms, in the design of the Data Mining algorithms most proper to this problem. We present an evolutionary model for the descriptive induction of rules which describe subgroups, including a genetic algorithm in an iterative model to extract a variable number of fuzzy or crisp rules. The knowledge discovered with our proposal for each value of the target variable is interesting, understandable and have a high confidence and an adecuate support.