Enhancing bank direct marketing through data mining

Bibliographic Details
Main Author: Moro, Sérgio
Publication Date: 2012
Other Authors: Laureano, Raul, Cortez, Paulo
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/1822/21409
Summary: The financial crisiscreated pressure on banksdue to credit restriction, increasing competition for deposits retention and demanding efficiency improvements of direct marketing campaigns. Our research conducted a data mining project on direct marketing campaigns for depositssubscriptionsby using recent data of a Portuguese retail bank. We used the Support Vector Machine (SVM) data mining technique for modeling and evaluated it through a sensitive analysis. The findings revealed previously unknown valuable knowledge, such as the best months for campaigns to occur, and optimal call duration. Such knowledge can be used to improve campaign efficiency.
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spelling Enhancing bank direct marketing through data miningDirect marketingData miningBusiness intelligenceTargetingContact managementRetail bankingThe financial crisiscreated pressure on banksdue to credit restriction, increasing competition for deposits retention and demanding efficiency improvements of direct marketing campaigns. Our research conducted a data mining project on direct marketing campaigns for depositssubscriptionsby using recent data of a Portuguese retail bank. We used the Support Vector Machine (SVM) data mining technique for modeling and evaluated it through a sensitive analysis. The findings revealed previously unknown valuable knowledge, such as the best months for campaigns to occur, and optimal call duration. Such knowledge can be used to improve campaign efficiency.European Marketing AcademyUniversidade do MinhoMoro, SérgioLaureano, RaulCortez, Paulo2012-052012-05-01T00:00:00Zconference paperinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/1822/21409eng978-989-732-004-0info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-11T05:10:44Zoai:repositorium.sdum.uminho.pt:1822/21409Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T15:10:25.784696Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Enhancing bank direct marketing through data mining
title Enhancing bank direct marketing through data mining
spellingShingle Enhancing bank direct marketing through data mining
Moro, Sérgio
Direct marketing
Data mining
Business intelligence
Targeting
Contact management
Retail banking
title_short Enhancing bank direct marketing through data mining
title_full Enhancing bank direct marketing through data mining
title_fullStr Enhancing bank direct marketing through data mining
title_full_unstemmed Enhancing bank direct marketing through data mining
title_sort Enhancing bank direct marketing through data mining
author Moro, Sérgio
author_facet Moro, Sérgio
Laureano, Raul
Cortez, Paulo
author_role author
author2 Laureano, Raul
Cortez, Paulo
author2_role author
author
dc.contributor.none.fl_str_mv Universidade do Minho
dc.contributor.author.fl_str_mv Moro, Sérgio
Laureano, Raul
Cortez, Paulo
dc.subject.por.fl_str_mv Direct marketing
Data mining
Business intelligence
Targeting
Contact management
Retail banking
topic Direct marketing
Data mining
Business intelligence
Targeting
Contact management
Retail banking
description The financial crisiscreated pressure on banksdue to credit restriction, increasing competition for deposits retention and demanding efficiency improvements of direct marketing campaigns. Our research conducted a data mining project on direct marketing campaigns for depositssubscriptionsby using recent data of a Portuguese retail bank. We used the Support Vector Machine (SVM) data mining technique for modeling and evaluated it through a sensitive analysis. The findings revealed previously unknown valuable knowledge, such as the best months for campaigns to occur, and optimal call duration. Such knowledge can be used to improve campaign efficiency.
publishDate 2012
dc.date.none.fl_str_mv 2012-05
2012-05-01T00:00:00Z
dc.type.driver.fl_str_mv conference paper
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/1822/21409
url http://hdl.handle.net/1822/21409
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 978-989-732-004-0
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv European Marketing Academy
publisher.none.fl_str_mv European Marketing Academy
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833595145514123264

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