Using data mining for bank direct marketing: an application of the CRISP-DM methodology

The increasingly vast number of marketing campaigns over time has reduced its effect on the general public. Furthermore, economical pressures and competition has led marketing managers to invest on directed campaigns with a strict and rigorous selection of contacts. Such direct campaigns can be enha...

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Bibliographic Details
Main Author: Moro, Sérgio (author)
Other Authors: Laureano, Raul (author), Cortez, Paulo (author)
Format: conferencePaper
Language:eng
Published: 2011
Subjects:
Directed marketing
Data mining
Contact management
Targeting
CRISP-DM
Science & Technology
Online Access:http://hdl.handle.net/1822/14838
Country:Portugal
Oai:oai:repositorium.sdum.uminho.pt:1822/14838

Internet

http://hdl.handle.net/1822/14838

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