Customer Analytics for Retail Banking toward Marketing Strategy

With implementing data mining on big data of 3,527 customers of the retail banking of in Vietnam, an approach of mathematic method, e.g. K-Means of cluster, Association Analysis found that banking customers seems to be busier to have more bank cards. There are 7 main bank cards concerned in the study, such as VG (Visa Gold), VC (Visa Classis), MG (Master Gold), MS (Master Standard), VP (Visa Platinum), VV (Viva Violet Card), and VA (Visa Auto Card). However, VG and VC are both popular and concerned, in which VG is more interested by directors and VC is more interested by staffs. In addition, customers who are using VG have greater income than that of VC. The results have a significant contribution to marketing solutions to the retailing banking in Vietnam, which cross-selling strategies are taken into exploring market demands, especially for the income groups and occupation. The study is also a key support for the bank XYZ toward four strategies of marketing mix and process strategy should be concerned, which main activities by campaigns with time and the budget are derived.

Autorentext

Este es el primer producto de la Sra. Ngo Giang Thy extraído de su tesis de maestría en el IAE de París - Universidad de la Sorbona, Francia. Actualmente sigue el programa de doctorado en la Universidad de Economía de Ciudad Ho Chi Minh y también da clases en la Universidad Nguyen Tat Thanh.