Marketing Optimization in Retail Banking

被引：5

作者：

Sundararajan, Ramasubramanian ^{[1
]}

Bhaskar, Tarun ^{[1
]}

Sarkar, Abhinanda ^{[1
]}

Dasaratha, Sridhar ^{[1
]}

Bal, Debasis ^{[1
]}

Marasanapalle, Jayanth K. ^{[1
]}

Zmudzka, Beata ^{[2
]}

Bak, Karolina ^{[2
]}

机构：

[1] GE Global Res, Bangalore 560066, Karnataka, India

[2] GE Capital, Bank BPH, PL-80387 Gdansk, Poland

来源：

INTERFACES | 2011年 / 41卷 / 05期

关键词：

marketing optimization; retail banking; customer relationship management; mathematical programming; genetic algorithm; Markov chains; fuzzy mathematical programming; PROGRAMMING APPROACH; CUSTOMER; ALGORITHMS; SELECTION; MODELS;

D O I：

10.1287/inte.1110.0597

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

In this paper, we address the problem of making optimal product offers to customers of a retail bank by using techniques including Markov chains, genetic algorithms, mathematical programming, and design of experiments. Our challenges were large problem size, uncertainty about estimates of customer responses to product offers, and practical issues in training and implementation. The solution had an estimated financial impact of around $20 million; it also provided other intangible benefits, including structured decision making, the capability of performing what-if analysis, and portability to other markets and portfolios.

引用

页码：485 / 505

页数：21

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