Data Mining For Database Marketing At
Garanti Bank
Author(s)
Omer Faruk Alls, Ertan Karakurt & Piero Melli
Abstract
This paper summarises the data mining applications implemented on Garanti
Bank's customer database. There has been an upsurge of interest in using data
mining applications for converting historical data into actionable business
information and this has become well justified in Garanti's example. Garanti
bank carried out two major applications that will be presented in this paper:
Customer segmentation and database scoring for marketing purposes. A well-
maintained central datawarehouse made it possible to prepare the data in the
most efficient manner for the applications. Customer segmentation was carried
out with the demographic algorithm, while database scoring was implemented
with various classification and predictive modelling techniques: Decision trees,
neural networks and radial-basis-functions were used to score the database. A
business u
Keywords
Related Book
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