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Interdisziplinäre Anwendung des Supervised Machine Learning für nachfragerbezogene Analysen im Marketing

Author

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  • Muth, Manuel
  • Nufer, Gerd

Abstract

Der konzeptionelle Beitrag gibt einen Überblick über den Stand der Forschung zum Einsatz des Supervised Machine Learning im Kontext von nachfragerbezogenen Marketinganalysen. Der Artikel befasst sich dabei mit dem Funktionsprinzip und der Systematisierung dieses Gebiets und identifiziert Praxisanforderungen aus beiden Fachrichtungen. Diskutiert werden etwa marketingspezifische Anwendungsvoraussetzungen für das Supervised Machine Learning, technische Rahmenbedingungen sowie Methodiken zur Erzeugung von Modelltransparenz. Ebenso werden dahingehende Limitationen erörtert, beispielsweise mögliche Verzerrungen in Nachfragerdaten. Die Untersuchungsergebnisse leisten so einen Beitrag für ein differenziertes Verständnis des Anforderungsspektrums im analysierten interdisziplinären Anwendungsgebiet.

Suggested Citation

  • Muth, Manuel & Nufer, Gerd, 2024. "Interdisziplinäre Anwendung des Supervised Machine Learning für nachfragerbezogene Analysen im Marketing," PraxisWissen - German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 9(01/2024), pages 34-52.
    • Handle: RePEc:zbw:afmpwm:335556
    DOI: 10.15459/95451.65
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    References listed on IDEAS

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