IBMMS Decision Support Tool For Management of Bank Telemarketing Campaigns

摘要

Although direct marketing is a good method for banks to utilize in the faceof global competition and the financial crisis, it has been shown to exhibitpoor performance. However, there are some drawbacks to direct campaigns, suchas those related to improving the negative attributes that customers ascribe tobanks. To overcome these problems, attractive long-term deposit campaignsshould be organized and managed more effectively. The aim of this study is todevelop an Intelligent Bank Market Management System (IBMMS) for bank managerswho want to manage efficient marketing campaigns. IBMMS is the first systemdeveloped by combining the power of data mining with the capabilities of expertsystems in this area. Moreover, IBMMS includes important features that enableit to be intelligent: a knowledge base, an inference engine and an advisor.Using this system, a manager can successfully direct marketing campaigns andfollow the decision schemas of customers both as individuals and as a group;moreover, a manager can make decisions that lead to the desired response bycustomers.