Data Mining based Product Marketing Technique for Banking Products


Mitik M., Korkmaz O., KARAGÖZ P. , TOROSLU İ. H. , Yucel F.

16th IEEE International Conference on Data Mining (ICDM), Barcelona, Spain, 12 - 15 December 2016, pp.552-559 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Doi Number: 10.1109/icdmw.2016.132
  • City: Barcelona
  • Country: Spain
  • Page Numbers: pp.552-559

Abstract

In direct marketing, in order to increase the return rate of a marketing campaign, the massive customer dataset is needed to be analyzed, to make best product offers to the customers through the most proper channels. However, this problem is very challenging, since, usually only for very small portions of the whole dataset, some positive returns are received. This paper studies the similar problem for bank product marketing. The proposed approach is a two layer system, which first clusters the customers and then, constructs a classification model for product and communication channel offers. Experimental analysis on real life banking campaign dataset shows promising results.