IBMMS Decision Support Tool For Management of Bank Telemarketing
  Campaigns
  Although direct marketing is a good method for banks to utilize in the face
of global competition and the financial crisis, it has been shown to exhibit
poor performance. However, there are some drawbacks to direct campaigns, such
as those related to improving the negative attributes that customers ascribe to
banks. To overcome these problems, attractive long-term deposit campaigns
should be organized and managed more effectively. The aim of this study is to
develop an Intelligent Bank Market Management System (IBMMS) for bank managers
who want to manage efficient marketing campaigns. IBMMS is the first system
developed by combining the power of data mining with the capabilities of expert
systems in this area. Moreover, IBMMS includes important features that enable
it to be intelligent: a knowledge base, an inference engine and an advisor.
Using this system, a manager can successfully direct marketing campaigns and
follow the decision schemas of customers both as individuals and as a group;
moreover, a manager can make decisions that lead to the desired response by
customers.
