9786203857382

Customer Analytics for Retail Banking toward Marketing Strategy

Thy Ngo Giang, Binh Tu Van

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ISBN-13:

978-620-3-85738-2

ISBN-10:
6203857386
EAN:
9786203857382
Book language:
English
Blurb/Shorttext:
With implementing data mining on big data of 3,527 customers of the retail banking of in Vietnam, an approach of mathematic method, e.g. K-Means of cluster, Association Analysis found that banking customers seems to be busier to have more bank cards. There are 7 main bank cards concerned in the study, such as VG (Visa Gold), VC (Visa Classis), MG (Master Gold), MS (Master Standard), VP (Visa Platinum), VV (Viva Violet Card), and VA (Visa Auto Card). However, VG and VC are both popular and concerned, in which VG is more interested by directors and VC is more interested by staffs. In addition, customers who are using VG have greater income than that of VC. The results have a significant contribution to marketing solutions to the retailing banking in Vietnam, which cross-selling strategies are taken into exploring market demands, especially for the income groups and occupation. The study is also a key support for the bank XYZ toward four strategies of marketing mix and process strategy should be concerned, which main activities by campaigns with time and the budget are derived.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Thy Ngo Giang, Binh Tu Van
Number of pages:
64
Published on:
2021-05-06
Stock:
Available
Category:
Advertisement, marketing
Price:
39.90 €
Keywords:
customer analytics, retailing banking, marketing strategy

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