Developing target marketing models for personal loans

J. Y. Shih, W. H. Chen, Y. J. Chang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)

Abstract

Personal loan marketing is a critical decision for a commercial bank's development of its consumer finance business in Taiwan because this business comprises majority of the bank's revenues. Efficiently and effectively reaching customers who have a high level of intention to borrow money is an important goal of banks in such marketing campaigns. The purpose of this research is to assist a commercial bank in developing a marketing model for estimating customers' intention to apply for personal loans from a market segment of customers who has already used the other banks' revolving credit of credit cards and are thus considered as potential customers for personal loans. Data mining techniques, including logistic regression, decision tree, neural networks, and support vector machines, are adopted in the model development. This research yields some interesting findings and demonstrates the effectiveness and efficiency of data mining in developing target marketing models for commercial banks.

Original languageEnglish
Title of host publicationIEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management
PublisherIEEE Computer Society
Pages1347-1351
Number of pages5
ISBN (Electronic)9781479964109
DOIs
Publication statusPublished - 2014
Event2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014 - Selangor, Malaysia
Duration: 2014 Dec 92014 Dec 12

Publication series

NameIEEE International Conference on Industrial Engineering and Engineering Management
Volume2015-January
ISSN (Print)2157-3611
ISSN (Electronic)2157-362X

Conference

Conference2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014
Country/TerritoryMalaysia
CitySelangor
Period2014/12/092014/12/12

Keywords

  • Data mining
  • personal loan
  • response model
  • target marketing

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Industrial and Manufacturing Engineering
  • Safety, Risk, Reliability and Quality

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