Cross selling of investment products and services: a case study of leading financial services organisation Online publication date: Fri, 02-Aug-2019
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
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com