Machine learning methods for the market segmentation of the performing arts audiences
by Maria M. Abad-Grau, Maria Tajtakova, Daniel Arias-Aranda
International Journal of Business Environment (IJBE), Vol. 2, No. 3, 2009

Abstract: The interaction of human experts with machine learning and data mining tools leads to improved results in decision-making support systems. In marketing decisions related to market segmentation, the use of only one technique does not guarantee an optimal solution, as such a solution may not even be achievable. In this paper, we analyse the market segmentation decisions in the performing arts through a combination of expert opinions and machine learning algorithms in order to obtain a consensual model that allows a better understanding of market preferences together with a deep knowledge about reliability in the obtained results. The results and data were applied to build a model of market segmentation of students based on their attendance in, attitudes towards, and intentions in attending opera and ballet performances.

Online publication date: Wed, 11-Mar-2009

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