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Customer profiling using classification approach for bank telemarketing

Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to...

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Main Authors: Palaniappan, Shamala, Mustapha, Aida, Mohd Foozy, Cik Feresa, Atan, Rodziah
Format: Article
Language:English
Published: JOIV : International Journal on Informatics Visualization 2017
Subjects:
HF5410-5417.5 Marketing. Distribution of products
Online Access:http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf
http://eprints.uthm.edu.my/3422/
https://dx.doi.org/10.30630/joiv.1.4-2.68
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spelling my.uthm.eprints.34222021-11-17T06:17:21Z http://eprints.uthm.edu.my/3422/ Customer profiling using classification approach for bank telemarketing Palaniappan, Shamala Mustapha, Aida Mohd Foozy, Cik Feresa Atan, Rodziah HF5410-5417.5 Marketing. Distribution of products Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to accept the sales or offer based on their personal characteristics or behaviour during shopping. Recently, companies have started to resort to data mining approaches for customer profiling. This project focuses on helping banks to increase the accuracy of their customer profiling through classification as well as identifying a group of customers who have a high probability to subscribe to a long-term deposit. In the experiments, three classification algorithms are used, which are Naïve Bayes, Random Forest, and Decision Tree. The experiments measured accuracy percentage, precision and recall rates and showed that classification is useful for predicting customer profiles and increasing telemarketing sales. JOIV : International Journal on Informatics Visualization 2017 Article PeerReviewed text en http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf Palaniappan, Shamala and Mustapha, Aida and Mohd Foozy, Cik Feresa and Atan, Rodziah (2017) Customer profiling using classification approach for bank telemarketing. International Journal On Informatics Visualization, 1 (4-2). pp. 214-217. ISSN 2549-9610 https://dx.doi.org/10.30630/joiv.1.4-2.68
institution Universiti Tun Hussein Onn Malaysia
building UTHM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tun Hussein Onn Malaysia
content_source UTHM Institutional Repository
url_provider http://eprints.uthm.edu.my/
language English
topic HF5410-5417.5 Marketing. Distribution of products
spellingShingle HF5410-5417.5 Marketing. Distribution of products
Palaniappan, Shamala
Mustapha, Aida
Mohd Foozy, Cik Feresa
Atan, Rodziah
Customer profiling using classification approach for bank telemarketing
description Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to accept the sales or offer based on their personal characteristics or behaviour during shopping. Recently, companies have started to resort to data mining approaches for customer profiling. This project focuses on helping banks to increase the accuracy of their customer profiling through classification as well as identifying a group of customers who have a high probability to subscribe to a long-term deposit. In the experiments, three classification algorithms are used, which are Naïve Bayes, Random Forest, and Decision Tree. The experiments measured accuracy percentage, precision and recall rates and showed that classification is useful for predicting customer profiles and increasing telemarketing sales.
format Article
author Palaniappan, Shamala
Mustapha, Aida
Mohd Foozy, Cik Feresa
Atan, Rodziah
author_facet Palaniappan, Shamala
Mustapha, Aida
Mohd Foozy, Cik Feresa
Atan, Rodziah
author_sort Palaniappan, Shamala
title Customer profiling using classification approach for bank telemarketing
title_short Customer profiling using classification approach for bank telemarketing
title_full Customer profiling using classification approach for bank telemarketing
title_fullStr Customer profiling using classification approach for bank telemarketing
title_full_unstemmed Customer profiling using classification approach for bank telemarketing
title_sort customer profiling using classification approach for bank telemarketing
publisher JOIV : International Journal on Informatics Visualization
publishDate 2017
url http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf
http://eprints.uthm.edu.my/3422/
https://dx.doi.org/10.30630/joiv.1.4-2.68
_version_ 1738581121386414080
score 13.211869

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