Predicting the accuracy for telemarketing process in banks using data mining
Other Title(s)
توقع دقة عملية التسويق عبر الهاتف في البنوك باستخدام استخراج البيانات
Joint Authors
al-Ghamidi, Abd Allah al-Mallis
al-Salmi, Fawwaz J.
Farkh, Salim
Source
Journal of King Abdulaziz University : Computing and Information Technology Sciences
Issue
Vol. 9, Issue 2 (31 Dec. 2020), pp.69-83, 15 p.
Publisher
King Abdul Aziz University Faculty of Computing and Information Technology
Publication Date
2020-12-31
Country of Publication
Saudi Arabia
No. of Pages
15
Main Subjects
Information Technology and Computer Science
Abstract EN
Managing and analyzing the data that generates from routine business operations is one of the biggest challenges for the banking industry.
Banks play a significant role in the growth of the economy as well as provide numerous financial services to the customers.
In those services, telemarketing is a common business strategy applies in the bank to offer and promote new products and services to its customers.
This type of campaign produces very large dataset, proper analysis of those data can support the bank in planning future strategies.
Therefore, this study proposed a data mining approach, to analyze and predict using the telemarketing campaign dataset.
The dataset was prepared based on the pieces of evidence collected from the customers, during the live call session organized by the bank.
To implement the proposed model, we selected the real dataset generated during the telemarketing process.
Logistic Regression, Decision Tree, and Multilayer Perceptron were part of conducted experiments.
The cross-validation strategy applied for measuring and comparing the performances of each algorithm.
The result suggested that logistic regression provides the best accuracy among the three models, recorded as 91.48%.
The research is helpful for the banking industry, where the model can be used to predict the success of telemarketing calls and understand the patterns within the dataset.
Moreover, the decision-makers can use the model for defining their future strategies to run the telemarketing process efficiently.
American Psychological Association (APA)
al-Salmi, Fawwaz J.& Farkh, Salim& al-Ghamidi, Abd Allah al-Mallis. 2020. Predicting the accuracy for telemarketing process in banks using data mining. Journal of King Abdulaziz University : Computing and Information Technology Sciences،Vol. 9, no. 2, pp.69-83.
https://search.emarefa.net/detail/BIM-1326062
Modern Language Association (MLA)
al-Salmi, Fawwaz J.…[et al.]. Predicting the accuracy for telemarketing process in banks using data mining. Journal of King Abdulaziz University : Computing and Information Technology Sciences Vol. 9, no. 2 (2020), pp.69-83.
https://search.emarefa.net/detail/BIM-1326062
American Medical Association (AMA)
al-Salmi, Fawwaz J.& Farkh, Salim& al-Ghamidi, Abd Allah al-Mallis. Predicting the accuracy for telemarketing process in banks using data mining. Journal of King Abdulaziz University : Computing and Information Technology Sciences. 2020. Vol. 9, no. 2, pp.69-83.
https://search.emarefa.net/detail/BIM-1326062
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 81-82
Record ID
BIM-1326062