文章基本信息

标题：Application of Data Mining in Direct Marketing in Banking Sector
其他标题：Primena otkrivanja zakonitosti u podacima kod direktnog marketinga u bankarskom sektoru
本地全文：下载
作者：Dejana Pavlović ; Marija Reljić ; Sonja Jaćimović 等
期刊名称：Industrija
印刷版ISSN：0350-0373
电子版ISSN：2334-8526
出版年度：2014
卷号：42
期号：1
页码：189-201
DOI：10.5937/industrija42-5087
语种：English
出版社：Economics institute, Belgrade
摘要：The key of a successful business operation lies in a good communication with clients,and therefore companies are paying more attention to Customer Relationship Management.One strategy of the CRM is to analyze and understand the consumer's behaviour and characteristics,and to reach the necessary answers based on the implementation of the direct marketing campaign.The aim of this study is to identify factors that would indicate the customers who are ready to submit long-term deposit to the bank. The obtained results will distinguish the group of clients who are satisfied with the bank's operations and are ready to participate in marketing campaigns. Having compared the methods used in the study,the method of classification has proved to be more reliable than others.This analysis obtains results through the use of data mining algorithm known as decision trees.The disadvantage of this method is inaccurate data supplied by the client.
其他摘要：Ključ uspešnog poslovanja leži u dobroj komunikaciji sa klijentima, tako da kompanije sve više pažnje posvećuju upravljanju odnosima sa klijentima.Jedna od strategija UOK je da anlizira i razume ponašanje ikatakteristike potrošača,i na osnovu sprovođenja direktnih marketinških kampanja dolazi do potrebnih odgovora.Cilj rada je da identifikuje faktore koji će ukazati na klijente koji su spremni da prilože svoj deposit u banku.Dobijeni rezulatati izdvajaju grupu klijenata koja je zadovoljna sa poslovanjem banke i spremna za saradnju u marketinškim kampanjama.Upoređivanjem metode koje su korišćene u istraživanju,metoda klasifikacije se pokazala pouzdanijom.Ova analiza daje rezultate kroz upotrebu algoritma otkrivanja zakonitosti u podacima tj.stabla odlučivanja.Nedostatak ove metode je tačnost podataka dostavljenih od strane klijenta.
关键词：CRM;direct marketing;data mining;banking system.
其他关键词：UOK;direktni marketing;otkrivanje zakonitosti u podacima;bankarski sistem