Using customer lifetime value to improve the prediction of bank deposit subscription in telemarketing campaigns

Customer lifetime value (LTV) enables using client characteristics, such as recency, frequency and monetary (RFM) value, to describe the value of a client through time in terms of profitability. We present the concept of LTV applied to telemarketing for improving the return-on-investment, using a re...

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Bibliographic Details
Main Author: Moro, Sergio (author)
Other Authors: Cortez, Paulo (author), Rita, Paulo (author)
Format: article
Language:eng
Published: 2015
Subjects:
Customer Lifetime Value (LTV)
Multilayer Perceptron
Recency, Frequency and Monetary value (RFM)
Telemarketing
Bank Deposits
Data Mining
Engenharia e Tecnologia::Engenharia Eletrotécnica, Eletrónica e Informática
Science & Technology
Online Access:http://hdl.handle.net/1822/38305
Country:Portugal
Oai:oai:repositorium.sdum.uminho.pt:1822/38305

Internet

http://hdl.handle.net/1822/38305

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