WIT Press


Data Mining For Database Marketing At Garanti Bank

Price

Free (open access)

Paper DOI

10.2495/DATA000091

Volume

25

Pages

15

Published

2000

Size

1,779 kb

Author(s)

Omer Faruk Alls, Ertan Karakurt & Piero Melli

Abstract

This paper summarises the data mining applications implemented on Garanti Bank's customer database. There has been an upsurge of interest in using data mining applications for converting historical data into actionable business information and this has become well justified in Garanti's example. Garanti bank carried out two major applications that will be presented in this paper: Customer segmentation and database scoring for marketing purposes. A well- maintained central datawarehouse made it possible to prepare the data in the most efficient manner for the applications. Customer segmentation was carried out with the demographic algorithm, while database scoring was implemented with various classification and predictive modelling techniques: Decision trees, neural networks and radial-basis-functions were used to score the database. A business u

Keywords