The fuzzy art of decision science — Richard Turner, Interactive Marketing, Vol. 4 No. 3

This paper addresses the role of customer decision-making in organisations and how technology supports this task. It examines whether decisioning technology has moved forward to take advantage of the massive quantities of data and enormous computing power now available, and whether a 'fuzzy decisioning' approach would provide better decisions in certain situations. A fizzy decisioning approach would weight the significant factors in the decisioning process to make a particular outcome more likely. By contrast, a rules-based approach would split groups of customers into different populations based on a logical condition. After reading the paper, readers may also wish to reflect on whether customer decision-making is actually a science or an art! (14 pages. Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica)

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