Neural Networks are a family of statistical learning algorithms inspired by biological neural networks (the central nervous systems of animals, in particular the brain) and are used to estimate or approximate functions that can depend on a large number of inputs and are generally unknown. Artificial neural networks are generally presented as systems of interconnected “neurons” which can compute values from inputs, and are capable of machine learning as well as pattern recognition thanks to their adaptive nature.
For example, a neural network for handwriting recognition is defined by a set of input neurons which may be activated by the pixels of an input image. After being weighted and transformed by a function (determined by the network’s designer), the activations of these neurons are then passed on to other neurons. This process is repeated until finally, an output neuron is activated. This determines which character was read.
Like other machine learning methods – systems that learn from data – neural networks have been used to solve a wide variety of tasks that are hard to solve using ordinary rule-based programming, including computer vision and speech recognition.
Examinations of the human’s central nervous system inspired the concept of neural networks. In an Artificial Neural Network, simple artificial nodes, known as “neurons”, “neurodes”, “processing elements” or “units”, are connected together to form a network which mimics a biological neural network.
There is no single formal definition of what an artificial neural network is. However, a class of statistical models may commonly be called “Neural” if they possess the following characteristics:
- consist of sets of adaptive weights, i.e. numerical parameters that are tuned by a learning algorithm,
- are capable of approximating non-linear functions of their inputs.
The adaptive weights are conceptually connection strengths between neurons, which are activated during training and prediction.
Neural networks are similar to biological neural networks in performing functions collectively and in parallel by the units, rather than there being a clear delineation of subtasks to which various units are assigned. The term “neural network” usually refers to models employed in statistics, cognitive psychology and artificial intelligence. Neural network models which emulate the central nervous system are part of theoretical neuroscience and computational neuroscience.
In modern software implementations of artificial neural networks, the approach inspired by biology has been largely abandoned for a more practical approach based on statistics and signal processing. In some of these systems, neural networks or parts of neural networks (like artificial neurons) form components in larger systems that combine both adaptive and non-adaptive elements. While the more general approach of such systems is more suitable for real-world problem solving, it has little to do with the traditional artificial intelligence connectionist models. What they do have in common, however, is the principle of non-linear, distributed, parallel and local processing and adaptation. Historically, the use of neural networks models marked a paradigm shift in the late eighties from high-level (symbolic) artificial intelligence, characterized by expert systems with knowledge embodied in if-then rules, to low-level (sub-symbolic) machine learning, characterized by knowledge embodied in the parameters of a dynamical system.
Types of artificial neural networks
Artificial neural network types vary from those with only one or two layers of single direction logic, to complicated multi–input many directional feedback loops and layers. On the whole, these systems use algorithms in their programming to determine control and organization of their functions. Most systems use “weights” to change the parameters of the throughput and the varying connections to the neurons. Artificial neural networks can be autonomous and learn by input from outside “teachers” or even self-teaching from written-in rules.
Neural Network Models
Neural network models in artificial intelligence are usually referred to as artificial neural networks (ANNs); these are essentially simple mathematical models defining a function
ƒ : Χ → Υ or a distribution over Χ or both Χ and Υ, but sometimes models are also intimately associated with a particular learning algorithm or learning rule. A common use of the phrase ANN model really means the definition of a class of such functions (where members of the class are obtained by varying parameters, connection weights, or specifics of the architecture such as the number of neurons or their connectivity).
Types of Models
Many models are used in the field, defined at different levels of abstraction and modeling different aspects of neural systems. They range from models of the short-term behavior of individual neurons, models of how the dynamics of neural circuitry arise from interactions between individual neurons and finally to models of how behavior can arise from abstract neural modules that represent complete subsystems. These include models of the long-term, and short-term plasticity, of neural systems and their relations to learning and memory from the individual neuron to the system level.
Marketing and ANN
Since neural networks are best at identifying patterns or trends in data, they are well suited for prediction or forecasting needs including:
- sales forecasting
- industrial process control
- customer research
- data validation
- risk management
- target marketing
There is a marketing application which has been integrated with a neural network system. The Airline Marketing Tactician (a trademark abbreviated as AMT) is a computer system made of various intelligent technologies including expert systems. A feedforward neural network is integrated with the AMT and was trained using back-propagation to assist the marketing control of airline seat allocations. The adaptive neural approach was amenable to rule expression. Additionally, the application’s environment changed rapidly and constantly, which required a continuously adaptive solution. The system is used to monitor and recommend booking advice for each departure. Such information has a direct impact on the profitability of an airline and can provide a technological advantage for users of the system. [Hutchison & Stephens, 1987]
While it is significant that neural networks have been applied to this problem, it is also important to see that this intelligent technology can be integrated with expert systems and other approaches to make a functional system. Neural networks were used to discover the influence of undefined interactions by the various variables. While these interactions were not defined, they were used by the neural system to develop useful conclusions. It is also noteworthy to see that neural networks can influence the bottom line.
To research on consumer behavior data can be obtained from multiple sources. In secondary research are typically used in national and international sources, that provide data in electronic form, and are easily accessible via the Web. In the primary research are most often used data from surveys in which consumers respond to specific questions.
