Cross selling of investment products and services: a case study of leading financial services organisation
by Saibal Dutta; Sujoy Bhattacharya
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 2, 2019

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.

Online publication date: Fri, 02-Aug-2019

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