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Business Analytics in Telemarketing: Cost-Sensitive Analysis of Bank Campaigns Using Artificial Neural Networks
2020
Applied Sciences
The banking industry has been seeking novel ways to leverage database marketing efficiency. However, the nature of bank marketing data hindered the researchers in the process of finding a reliable analytical scheme. Various studies have attempted to improve the performance of Artificial Neural Networks in predicting clients' intentions but did not resolve the issue of imbalanced data. This research aims at improving the performance of predicting the willingness of bank clients to apply for a
doi:10.3390/app10072581
fatcat:dikgu42nnnc3jc4j2z55ik6htu