Data mining at a major bank: Lessons from a large marketing application

Abstract

This paper summarizes experiences and results of productively using knowledge discovery and data mining technology in a large retail bank. We present data mining as part of a greater effort to develop and deploy an integrated IT-infrastructure for loyalty based customer management, combining data warehousing, and campaign management together with data mining technology. We have completed a first campaign where potential customers were selected using the new built data warehouse together with data mining. Because of the better insight we have used a decision tree as selection method.