Proyecto final de Grado: Incremento en venta de plazos fijos utilizando modelos predictivos de respuesta
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2009
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"Los bancos impulsan las ventas de sus productos mediante las llamadas campañas comerciales. Utilizando contactos telefónicos o personales a través de las sucursales, se ofrece a los clientes la toma de un préstamo, la colocación de un plazo fijo o cualquier otro producto que se pretenda vender en el marco de la campaña.
Dada la gran diversidad de personas que son clientes de un mismo banco, las condiciones económicas, sociales y financieras de cada uno de ellos son diferentes. Puede esperarse entonces que, en función de estas condiciones particulares y de sus necesidades, no todos tengan igual propensión a aceptar la oferta del producto que se trate.
Mediante este trabajo se creó un modelo predictivo de respuesta utilizando técnicas de data mining, el cual permitió ordenar la cartera de clientes según la propensión estimada para cada uno de aceptar, en este caso, una oferta de colocación de un plazo fijo.
Contactando en primer lugar a aquellos clientes más propensos a aceptar la oferta, se incrementó el número de respuestas favorables y en consecuencia se lograron aumentos significativos en los volúmenes de venta de pazos fijos".
"Banks thrust their sales by organizing cross selling campaigns to sell additional products to their customers. Using telephone calls or direct contacts, clients are offered loans, time deposits or any other product, depending on the campaign. Due to the great diversity of people that can be bank clients, economic, social and financial conditions for each of them can be very different. These differences imply different needs and so, not every client can became attracted by the same products. This project intended and accomplished to create a predictive response model, using data mining techniques, which allowed sorting the clients according to their expected attraction towards a particular product. In this case, the product was time deposits. By reaching in the first place those clients on top of the list, the number of positive reposes was increased and, as a result, a significant increase in time deposits sales was achieved".
"Banks thrust their sales by organizing cross selling campaigns to sell additional products to their customers. Using telephone calls or direct contacts, clients are offered loans, time deposits or any other product, depending on the campaign. Due to the great diversity of people that can be bank clients, economic, social and financial conditions for each of them can be very different. These differences imply different needs and so, not every client can became attracted by the same products. This project intended and accomplished to create a predictive response model, using data mining techniques, which allowed sorting the clients according to their expected attraction towards a particular product. In this case, the product was time deposits. By reaching in the first place those clients on top of the list, the number of positive reposes was increased and, as a result, a significant increase in time deposits sales was achieved".
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SERVICIOS BANCARIOS, MARKETING, MINERIA DE DATOS, PREDICCIONES