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Analysis of Factors that Influence the Success of Marketing Campaigns in Commercial Bank

Student: Deeva Anastasia

Supervisor: Timofey Shevgunov

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Final Grade: 9

Year of Graduation: 2016

The paper is dedicated to the analysis of factors that affect the success of direct marketing campaigns in a commercial bank. The success of any campaign depends on its response rate, so this study is based on building models for prediction the client's response probability on the basis of his socio-demographic and behavioral characteristics. The analysis was conducted on a sample of customers of a large Russian bank, who participated in the marketing campaign in autumn 2015 using the following methods: RFM-segmentation, logistic regression, neural network and decision tree training. The analysis helped to identify the most significant factors affecting the response of customers and the method that shows the highest prediction accuracy. Key words: marketing campaign, bank marketing, direct marketing, campaign success factors, RFM-method, logistic-regression, decision tree, artificial neural network.

Full text (added May 20, 2016)

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