A new marketing segmentation approach based on marginal individual utilities: applying CRM is not a chimera anymore

In the advent of Customer Relationship Management, a more accurate profile of the consumer is needed. The objective of this paper is to show the usefulness of knowing consumer’s complete utility function through his/her marginal utilities. This approach allows one to form groups of individuals with similar preferences (as traditional segmentation methods do) and to treat them individually (which represents an advance). The empirical application is carried out, on a sample of 2,127 individuals, in the context of tourism, where the customer relationship management philosophy is gaining more and more relevance.

A connectionist computational method for face recognition

In this work, a modified version of the elastic bunch graph matching (EBGM) algorithm for face recognition is introduced. First, faces are detected by using a fuzzy skin detector based on the RGB color space. Then, the fiducial points for the facial graph are extracted automatically by adjusting a grid of points to the result of an edge detector. After that, the position of the nodes, their relation with their neighbors and their Gabor jets are calculated in order to obtain the feature vector defining each face. A self-organizing map (SOM) framework is shown afterwards. Thus, the calculation of the winning neuron and the recognition process are performed by using a similarity function that takes into account both the geometric and texture information of the facial graph. The set of experiments carried out for our SOM-EBGM method shows the accuracy of our proposal when compared with other state-of the-art methods.