Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/33424
Título: | A data mining approach for bank telemarketing using the rminer package and R tool |
Autor(es): | Moro, Sérgio Cortez, Paulo Laureano, Raul M. S. |
Palavras-chave: | Telemarketing Direct marketing Long-term deposits Data mining CRISP-DM Classification problem Banking R |
Data: | 2013 |
Editora: | Instituto Universitário de Lisboa (ISCTE-IUL) |
Citação: | In Henrique Monteiro (Ed.), Working papers Series 2 13-06, ISCTE-IUL, Business Research Unit (BRU-IUL), 2013. |
Resumo(s): | Due to the global financial crisis, credit on international markets became more restricted for banks, turning attention to internal clients and their deposits to gather funds. This driver led to a demand for knowledge about client’s behavior towards deposits and especially their response to telemarketing campaigns. This work describes a data mining approach to extract valuable knowledge from recent Portuguese bank telemarketing campaign data. Such approach was guided by the CRISP- -DM methodology and the data analysis was conducted using the rminer package and R tool. Three classification models were tested (i.e., Decision Trees, Naïve Bayes and Support Vector Machines) and compared using two relevant criteria: ROC and Lift curve analysis. Overall, the Support Vector Machine obtained the best results and a sensitive analysis was applied to extract useful knowledge from this model, such as the best months for contacts and the influence of the last campaign result and having or not a mortgage credit on a successful deposit subscription. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/33424 |
Versão da editora: | http://ideas.repec.org/p/isc/iscwp2/bruwp1306.html |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: |