基于数据挖掘的银行精准营销

北京理工大学珠海学院2020届本科生毕业论文Bank precision marketing based on data miningAbstractAs an important strategic means for commercial banks to gain competitive advantages,con-solidate and improve customer satisfaction,precision marketing is widely used in the bank-ing industry.To get rid of the traditional marketing way for the center with product,improvethe bank on the efficient marketing goal,this article will past the bank customer informationdata as the research object,based on the characteristics of 16 non-equilibrium training dataset for feature selection and dummy variable,using supervised learning logistic regressionand random forest algorithm to build the classified prediction model and random forest pre-diction model.The result of cross-validation method shows an accuracy of about 89%.Toobtain the accurate probability of each test customer whether to buy the bank deposit busi-ness,to provide the banking industry with the accurate marketing customer target,as well asthe main factors affecting whether the customer buys the product,to achieve the precisionof the bank target.Keywords:Imbalanced data Logistic regression Random Forest Precision marketing