Developing target marketing models for personal loans

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

研究成果: 書貢獻/報告類型會議論文篇章

4 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
主出版物標題IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management
發行者IEEE Computer Society
頁面1347-1351
頁數5
ISBN(電子)9781479964109
DOIs
出版狀態已發佈 - 2014
事件2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014 - Selangor, 马来西亚
持續時間: 2014 十二月 92014 十二月 12

出版系列

名字IEEE International Conference on Industrial Engineering and Engineering Management
2015-January
ISSN(列印)2157-3611
ISSN(電子)2157-362X

會議

會議2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014
國家/地區马来西亚
城市Selangor
期間2014/12/092014/12/12

ASJC Scopus subject areas

  • 商業、管理和會計(雜項)
  • 工業與製造工程
  • 安全、風險、可靠性和品質

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