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All Journal Indonesian Journal of Business Analytics (IJBA)
Kattareeya Prompreing
Rajamangala University of Technology Lanna
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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A Telemarketing Guidance in Selling Banking Services: A Data Mining Approach Kattareeya Prompreing
Indonesian Journal of Business Analytics Vol. 1 No. 1 (2021): April, 2021
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (532.176 KB) | DOI: 10.55927/ijba.v1i1.1

Abstract

In telemarketing activity, selecting the most potential customers are important because can reduce processing time and operational cost. Therefore, the ability to select the most likely buying customers are urgently needed. In this study, we propose a clear sequence in doing telemarketing activity based on the previous telemarketing data which applying data mining technique. We weight the importance of 16 customer characteristics through 45,211 observations from a Portuguese bank. Applying Random Forest algorithm along with Information Gain Ratio as a criterion and 10-fold Cross Validation, the model able to weight the importance of attributes and achieves 90.01 % accuracy in predicting telemarketing success. Furthermore, the rank of attribute importance was designed to be a guidance map in selecting potential targeted customers as a managerial implication.
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