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Métodos analíticos avançados aplicados ao sector bancário em Portugal
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Actualmente, com um mercado cada vez mais competitivo, os bancos têm de fazer melhor, diferente, inovar e marcar a diferença junto de quem interessa: os clientes. Neste sentido, a gestão da relação dos clientes desempenha um papel fundamental na criação de serviços e produtos com valor acrescentado para os clientes.
Neste relatório são apresentados três dos projectos desenvolvidos ao longo do estágio no departamento de Marketing, na equipa de CRM no Millennium BCP: desenvolvimento de um modelo de propensão à compra de uma solução integrada, através da combinação dos modelos resultantes da aplicação de redes neuronais e de regressões logísticas; criação da segmentação comportamental, onde foram definidos dois perfis diferentes mas complementares – o perfil de utilização de serviços bancários e o perfil de compras em POS; e análise da utilização de serviços incluídos numa solução integrada.
Nowadays, with an increasingly competitive market, banks have to do better, different, innovate and make a difference with those who matters: customers. In this sense, customer relationship management plays a key role in creating products and services with added value for clients. This report presents three of the projects developed during the internship in the Marketing department, in the CRM team at Millennium BCP: development of a propensity model for the purchase of a pack of services, through the combination of the models resulting from the application of neural networks and logistic regressions; creation of the behavioral segmentation, where two different but complementary profiles were defined - the use of banking services profile and the purchases in POS profile; and analysis of the use of services included in a pack of services.
Nowadays, with an increasingly competitive market, banks have to do better, different, innovate and make a difference with those who matters: customers. In this sense, customer relationship management plays a key role in creating products and services with added value for clients. This report presents three of the projects developed during the internship in the Marketing department, in the CRM team at Millennium BCP: development of a propensity model for the purchase of a pack of services, through the combination of the models resulting from the application of neural networks and logistic regressions; creation of the behavioral segmentation, where two different but complementary profiles were defined - the use of banking services profile and the purchases in POS profile; and analysis of the use of services included in a pack of services.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics
Palavras-chave
CRM Banco Modelo de Propensão à Compra Segmentação Comportamental Bank Propensity Model Behavioral Segmentation