Customer profiling using classification approach for bank telemarketing
Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
JOIV : International Journal on Informatics Visualization
2017
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/3422/ http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf |
| _version_ | 1848888014867005440 |
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| author | Palaniappan, Shamala Mustapha, Aida Mohd Foozy, Cik Feresa Atan, Rodziah |
| author_facet | Palaniappan, Shamala Mustapha, Aida Mohd Foozy, Cik Feresa Atan, Rodziah |
| author_sort | Palaniappan, Shamala |
| building | UTHM Institutional Repository |
| collection | Online Access |
| description | Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to accept the sales or offer based on their personal characteristics or behaviour during shopping. Recently, companies have started to resort to data mining approaches for customer profiling. This project focuses on helping banks to increase the accuracy of their customer profiling through classification as well as identifying a group of customers who have a high probability to subscribe to a long-term deposit. In the experiments, three classification algorithms are used, which are Naïve Bayes, Random Forest, and Decision Tree. The experiments measured accuracy percentage, precision and recall rates and showed that classification is useful for predicting customer profiles and increasing telemarketing sales. |
| first_indexed | 2025-11-15T20:03:33Z |
| format | Article |
| id | uthm-3422 |
| institution | Universiti Tun Hussein Onn Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T20:03:33Z |
| publishDate | 2017 |
| publisher | JOIV : International Journal on Informatics Visualization |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uthm-34222021-11-17T06:17:21Z http://eprints.uthm.edu.my/3422/ Customer profiling using classification approach for bank telemarketing Palaniappan, Shamala Mustapha, Aida Mohd Foozy, Cik Feresa Atan, Rodziah HF5410-5417.5 Marketing. Distribution of products Telemarketing is a type of direct marketing where a salesperson contacts the customers to sell products or services over the phone. The database of prospective customers comes from direct marketing database. It is important for the company to predict the set of customers with highest probability to accept the sales or offer based on their personal characteristics or behaviour during shopping. Recently, companies have started to resort to data mining approaches for customer profiling. This project focuses on helping banks to increase the accuracy of their customer profiling through classification as well as identifying a group of customers who have a high probability to subscribe to a long-term deposit. In the experiments, three classification algorithms are used, which are Naïve Bayes, Random Forest, and Decision Tree. The experiments measured accuracy percentage, precision and recall rates and showed that classification is useful for predicting customer profiles and increasing telemarketing sales. JOIV : International Journal on Informatics Visualization 2017 Article PeerReviewed text en http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf Palaniappan, Shamala and Mustapha, Aida and Mohd Foozy, Cik Feresa and Atan, Rodziah (2017) Customer profiling using classification approach for bank telemarketing. International Journal On Informatics Visualization, 1 (4-2). pp. 214-217. ISSN 2549-9610 https://dx.doi.org/10.30630/joiv.1.4-2.68 |
| spellingShingle | HF5410-5417.5 Marketing. Distribution of products Palaniappan, Shamala Mustapha, Aida Mohd Foozy, Cik Feresa Atan, Rodziah Customer profiling using classification approach for bank telemarketing |
| title | Customer profiling using classification approach for bank telemarketing |
| title_full | Customer profiling using classification approach for bank telemarketing |
| title_fullStr | Customer profiling using classification approach for bank telemarketing |
| title_full_unstemmed | Customer profiling using classification approach for bank telemarketing |
| title_short | Customer profiling using classification approach for bank telemarketing |
| title_sort | customer profiling using classification approach for bank telemarketing |
| topic | HF5410-5417.5 Marketing. Distribution of products |
| url | http://eprints.uthm.edu.my/3422/ http://eprints.uthm.edu.my/3422/ http://eprints.uthm.edu.my/3422/1/AJ%202017%20%28486%29.pdf |