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TitleEnhancing bank direct marketing through data mining
Author(s)Moro, Sérgio
Laureano, Raul
Cortez, Paulo
KeywordsDirect marketing
Data mining
Business intelligence
Contact management
Retail banking
Issue dateMay-2012
PublisherEuropean Marketing Academy
Abstract(s)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.
TypeConference paper
AccessOpen access
Appears in Collections:CAlg - Artigos em livros de atas/Papers in proceedings

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