Developing target marketing models for personal loans

J. Y. Shih; W. H. Chen; Y. J. Chang

doi:10.1109/IEEM.2014.7058858

Developing target marketing models for personal loans

J. Y. Shih
, W. H. Chen
, Y. J. Chang

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

7 Scopus citations

Abstract

Personal loan marketing is a critical decision for a commercial bank's development of its consumer finance business in Taiwan because this business comprises majority of the bank's revenues. Efficiently and effectively reaching customers who have a high level of intention to borrow money is an important goal of banks in such marketing campaigns. The purpose of this research is to assist a commercial bank in developing a marketing model for estimating customers' intention to apply for personal loans from a market segment of customers who has already used the other banks' revolving credit of credit cards and are thus considered as potential customers for personal loans. Data mining techniques, including logistic regression, decision tree, neural networks, and support vector machines, are adopted in the model development. This research yields some interesting findings and demonstrates the effectiveness and efficiency of data mining in developing target marketing models for commercial banks.

Original language	English
Title of host publication	IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management
Publisher	IEEE Computer Society
Pages	1347-1351
Number of pages	5
ISBN (Electronic)	9781479964109
DOIs	https://doi.org/10.1109/IEEM.2014.7058858
State	Published - 2014
Externally published	Yes
Event	2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014 - Selangor, Malaysia Duration: 09 12 2014 → 12 12 2014

Publication series

Name	IEEE International Conference on Industrial Engineering and Engineering Management
Volume	2015-January
ISSN (Print)	2157-3611
ISSN (Electronic)	2157-362X

Conference

Conference	2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014
Country/Territory	Malaysia
City	Selangor
Period	09/12/14 → 12/12/14

Bibliographical note

Publisher Copyright:
© 2014 IEEE.

Keywords

Data mining
personal loan
response model
target marketing

Access to Document

10.1109/IEEM.2014.7058858

Cite this

Shih, J. Y., Chen, W. H., & Chang, Y. J. (2014). Developing target marketing models for personal loans. In IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management (pp. 1347-1351). Article 7058858 (IEEE International Conference on Industrial Engineering and Engineering Management; Vol. 2015-January). IEEE Computer Society. https://doi.org/10.1109/IEEM.2014.7058858

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title = "Developing target marketing models for personal loans",

abstract = "Personal loan marketing is a critical decision for a commercial bank's development of its consumer finance business in Taiwan because this business comprises majority of the bank's revenues. Efficiently and effectively reaching customers who have a high level of intention to borrow money is an important goal of banks in such marketing campaigns. The purpose of this research is to assist a commercial bank in developing a marketing model for estimating customers' intention to apply for personal loans from a market segment of customers who has already used the other banks' revolving credit of credit cards and are thus considered as potential customers for personal loans. Data mining techniques, including logistic regression, decision tree, neural networks, and support vector machines, are adopted in the model development. This research yields some interesting findings and demonstrates the effectiveness and efficiency of data mining in developing target marketing models for commercial banks.",

keywords = "Data mining, personal loan, response model, target marketing",

author = "Shih, \{J. Y.\} and Chen, \{W. H.\} and Chang, \{Y. J.\}",

note = "Publisher Copyright: {\textcopyright} 2014 IEEE.; 2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014 ; Conference date: 09-12-2014 Through 12-12-2014",

year = "2014",

doi = "10.1109/IEEM.2014.7058858",

language = "英语",

series = "IEEE International Conference on Industrial Engineering and Engineering Management",

publisher = "IEEE Computer Society",

pages = "1347--1351",

booktitle = "IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management",

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Shih, JY, Chen, WH & Chang, YJ 2014, Developing target marketing models for personal loans. in IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management., 7058858, IEEE International Conference on Industrial Engineering and Engineering Management, vol. 2015-January, IEEE Computer Society, pp. 1347-1351, 2014 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2014, Selangor, Malaysia, 09/12/14. https://doi.org/10.1109/IEEM.2014.7058858

Developing target marketing models for personal loans. / Shih, J. Y.; Chen, W. H.; Chang, Y. J.
IEEM 2014 - 2014 IEEE International Conference on Industrial Engineering and Engineering Management. IEEE Computer Society, 2014. p. 1347-1351 7058858 (IEEE International Conference on Industrial Engineering and Engineering Management; Vol. 2015-January).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AB - Personal loan marketing is a critical decision for a commercial bank's development of its consumer finance business in Taiwan because this business comprises majority of the bank's revenues. Efficiently and effectively reaching customers who have a high level of intention to borrow money is an important goal of banks in such marketing campaigns. The purpose of this research is to assist a commercial bank in developing a marketing model for estimating customers' intention to apply for personal loans from a market segment of customers who has already used the other banks' revolving credit of credit cards and are thus considered as potential customers for personal loans. Data mining techniques, including logistic regression, decision tree, neural networks, and support vector machines, are adopted in the model development. This research yields some interesting findings and demonstrates the effectiveness and efficiency of data mining in developing target marketing models for commercial banks.

KW - Data mining

KW - personal loan

KW - response model

KW - target marketing

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Developing target marketing models for personal loans

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Keywords

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