Title: Cross selling of investment products and services: a case study of leading financial services organisation

Authors: Saibal Dutta; Sujoy Bhattacharya

Addresses: Vinod Gupta School of Management, IIT Kharagpur, West Bengal 721302, India ' Vinod Gupta School of Management, IIT Kharagpur, West Bengal 721302, India

Abstract: We have utilised 360-degree view of the customer information from multiple aspects of financial transaction, product purchase history and account details and provide insights to marketing teams in identifying the potential customers who can be targeted for cross sell of different financial investment products. Advanced analytics algorithms and statistical techniques like deep learning, neural network and logistic regression were applied on the transformed data to predict likelihood of cross sell response different financial product. The analysis of customer data helps to identify the potential customers who can be targeted for cross sell of different investment products and services. The result indicates deep leaning approach provide outstanding performance compare to neural network and logistic regression.

Keywords: cross-selling; financial products; investment products; predictive modelling; deep learning.

DOI: 10.1504/IJBFMI.2019.101608

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.2, pp.241 - 248

Received: 19 Mar 2018
Accepted: 19 Mar 2019

Published online: 02 Aug 2019 *

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