Abstract
This paper summarizes experiences and results of productively using knowledge discovery and data mining technology in a large retail bank. We present data mining as part of a greater effort to develop and deploy an integrated IT-infrastructure for loyalty based customer management, combining data warehousing, and campaign management together with data mining technology. We have completed a first campaign where potential customers were selected using the new built data warehouse together with data mining. Because of the better insight we have used a decision tree as selection method.
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© 1998 Springer-Verlag Berlin Heidelberg
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Hunziker, P., Maier, A., Nippe, A., Tresch, M., Weers, D., Zemp, P. (1998). Data mining at a major bank: Lessons from a large marketing application. In: Żytkow, J.M., Quafafou, M. (eds) Principles of Data Mining and Knowledge Discovery. PKDD 1998. Lecture Notes in Computer Science, vol 1510. Springer, Berlin, Heidelberg. https://doi.org/10.1007/BFb0094837
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DOI: https://doi.org/10.1007/BFb0094837
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