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Predicting Demographic and Financial Attributes in a Bank Marketing Dataset

abstract: Bank institutions employ several marketing strategies to maximize new customer acquisition as well as current customer retention. Telemarketing is one such approach taken where individual customers are contacted by bank representatives with offers. These telemarketing strategies can be improved in combination with data mining techniques that allow predictability of customer information and interests. In this thesis, bank telemarketing data from a Portuguese banking institution were analyzed to determine predictability of several client demographic and financial attributes and find most contributing factors in each. Data were preprocessed to ensure quality, and then data mining models were generated for the attributes with logistic regression, support vector machine (SVM) and random forest using Orange as the data mining tool. Results were analyzed using precision, recall and F1 score. / Dissertation/Thesis / Masters Thesis Computer Science 2016

Identiferoai:union.ndltd.org:asu.edu/item:38651
Date January 2016
ContributorsEjaz, Samira (Author), Davulcu, Hasan (Advisor), Balasooriya, Janaka (Committee member), Candan, Kasim (Committee member), Arizona State University (Publisher)
Source SetsArizona State University
LanguageEnglish
Detected LanguageEnglish
TypeMasters Thesis
Format96 pages
Rightshttp://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved

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