Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/16118
Autoria: | Moro, S. Cortez, P. Rita, P. |
Data: | 2018 |
Título próprio: | A divide-and-conquer strategy using feature relevance and expert knowledge for enhancing a data mining approach to bank telemarketing |
Volume: | 35 |
Número: | 3 |
ISSN: | 0266-4720 |
DOI (Digital Object Identifier): | 10.1111/exsy.12253 |
Palavras-chave: | Banking Data mining Divide and conquer Feature selection Marketing |
Resumo: | The discovery of knowledge through data mining provides a valuable asset for addressing decision making problems. Although a list of features may characterize a problem, it is often the case that a subset of those features may influence more a certain group of events constituting a sub-problem within the original problem. We propose a divide-and-conquer strategy for data mining using both the data-based sensitivity analysis for extracting feature relevance and expert evaluation for splitting the problem of characterizing telemarketing contacts to sell bank deposits. As a result, the call direction (inbound/outbound) was considered the most suitable candidate feature. The inbound telemarketing sub-problem re-evaluation led to a large increase in targeting performance, confirming the benefits of such approach and considering the importance of telemarketing for business, in particular in bank marketing. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | CIS-RI - Artigos em revistas científicas internacionais com arbitragem científica ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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2017_ES-MoroCortezRita-PosPrint.pdf | Pós-print | 822,21 kB | Adobe PDF | Ver/Abrir |
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