Chapter 7
Who Wants My Product? Affinity-Based Marketing
Euler Timm
viadee IT-Consultancy, Münster/Köln (Cologne), Germany
Acronyms
CRISP-DM -Cross-Industry Standard Process for Data Mining
DWH -Data Warehouse
BI -Business Intelligence
7.1 Introduction
A bank introduces a new financial product: a type of current (checking) account with certain fees and interest rates that differ from those in other types of current accounts offered by the same bank. Sometime after the product is released to the market, a number of customers have opened accounts of the new type, but many others have not yet done so. The bank’s marketing department wants to push sales of the new account by sending direct mail to customers who have not yet opted for it. However, ...
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