DETERMINANTS OF ACCESSING A TERM DEPOSIT IN A MARKETING CAMPAIGN - ANALYSIS ON A MARKETING CAMPAIGN AT A PORTUGUESE BANK

NECHITA Maria-Manuela, Alexandru Ioan Cuza University of Iasi

ASANDULUI Mircea, Alexandru Ioan Cuza University of Iasi

TURTUREAN Ciprian, Alexandru Ioan Cuza University of Iasi

Abstract:
The main objective of this research is to identify the determining factors in the decision to open a term deposit following a telemarketing campaign carried out by a Portuguese bank. To support this objective, three secondary objectives were defined: (1) analyzing the impact of holding a personal loan or mortgage on a person s decision to access term deposits, (2) examining differences in education levels among individuals who open a term deposit, and (3) assessing the influence of individuals responses to previous bank campaigns on their decision.The study is based on data collected by a Portuguese bank during a telemarketing campaign promoting term deposits. The data was gathered between May 2008 and November 2010. To achieve these objectives, we will employ data mining techniques such as logistic regression and decision trees. The analysis classifies individuals into two categories: those who accepted and those who did not accept the bank s offer. Results indicate that call duration and the outcome of the previous marketing campaign are the most significant predictors of a customer s decision. These findings provide valuable insights for optimizing direct marketing strategies in the banking sector. Future research could enhance predictive accuracy by integrating additional variables such as financial behavior, economic conditions, and demographic factors.

Keywords: Bank deposit, Marketing campaign, Data mining, Decision trees, Customer behavior

JEL Classification: C25, D14, G21, M31, M37

Volume: 76, Issue: 4

Pages: 48 - 68

Publication date: December, 2024

DOI: 10.56043/reveco-2024-0034

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/76404nechita&asandului&turturean.pdf

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