Customer Profiling using Classification Approach for Bank Telemarketing

• DOI: 10.30630/joiv.1.4-2.68
• Publication Date: 2018-02-14T15:58:50Z
• Authors: Shamala Palaniappan; Aida Mustapha; Cik Feresa Mohd F...; Rodziah Atan
• Keywords: Profiling (computer programming); Direct marketing; Direct mail

Telemarketing is a type of direct marketing where salesperson contacts the customers to sell products or services over phone. The database prospective comes from database. It important for company predict set with highest probability accept sales offer based on their personal characteristics behavior during shopping. Recently, companies have started resort data mining approaches customer profiling. This project focuses helping banks increase accuracy profiling through classification as well identifying group who high subscribe long term deposit. In experiments, three algorithms are used, which Naïve Bayes, Random Forest, and Decision Tree. experiments measured percentage, precision recall rates showed that useful predicting profiles increasing telemarketing sales.