Data Mining based Product Marketing Technique for Banking Products

Mitik, Merve
Korkmaz, Ozan
Karagöz, Pınar
Toroslu, İsmail Hakkı
Yucel, Ferhat
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.


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Direct marketing is an advertisement method in which customers are directly informed for product offers through one-to-one communication channels. With the advancements in technology, customer databases of businesses began to grow well, therefore, detecting the needs of each customer and offering the optimal product becomes harder. Large customer dataset needs to be analyzed to make the best product offerings to the potential customers over the most proper channels and to increase the return rate of a marke...
Data mining approach for direct marketing of banking products with profit/cost analysis
Korkmaz, Ozan; Toroslu, İsmail Hakkı; Karagöz, Pınar; Department of Computer Engineering (2017)
Nowadays, direct marketing is widely used advertisement method by many business areas such as banks. The main purposes of direct marketing are to maximize return on investment, minimize cost of promotions and reach to peak number of customers that prefer the offerred campaign. Therefore, it is necessary to collect and process huge amount of customer related data to decide questions of which customer will be offered a product, which product will be suitable to him/her and via which channel the promotion will...
Data Mining Approach for Direct Marketing of Banking Products with Profit/Cost Analysis
Mitik, Merve; Korkmaz, Ozan; Karagöz, Pınar; Toroslu, İsmail Hakkı; Yucel, Ferhat (2017-06-01)
Nowadays, many businesses, such as banks, use direct marketing methods to reach customers to minimize the campaigning cost and maximize the return rate. To achieve this, huge customer data should be analyzed to determine the most appropriate product offer for each customer and the most effective channel to reach her/him. However, since only a very small amount of responses collected from the customers are positive to the offers, the dataset is very imbalanced. This decreases sensitivity ratio of prediction ...
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Promotion is one of the four major marketing elements of the marketing mix (others are product, price and place) in implementing marketing strategy. Promotion is dealing with the ways a company communicates with its customers to persuade them to buy the product. Promotion mix covers all the different ways a company choose to communicate with its customers such as advertising, personnel selling, PR, sales promotion and others. Selecting the optimal blend of the promotion mix is a tough and critical issue for...
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Citation Formats
M. Mitik, O. Korkmaz, P. Karagöz, İ. H. Toroslu, and F. Yucel, “Data Mining based Product Marketing Technique for Banking Products,” 2016, Accessed: 00, 2020. [Online]. Available: