Applied Data Mining In Retail Banks Precise Marketing

As global integration is giving impetus to the innovation of the market structure,retail banks in our country are facing a series of challenges such as financial disintermediation, financial internationalization and "internet+",etc. In such market environment, local retail banks are suffering from pains such as outflow of funds, insufficient product competitiveness, downgrade of customer satisfaction and loyalty or even churning. Meanwhile, data operation is growing vigorously, it shows that:Setuping a precise marketing mechanic based on data mining to make full use of data assets will be a scientific decisions making system that can help to promote marketing efficiency and successes, and then make it a solution to much problems above.This article studies data mining related theories and implements, and takes into accounts factors such as retail banks marketing present situation, problems and root cause analysis, legacy IT architectures integration, puts forward a data mining based precise marketing solution, and then validated its feasibility and effect on the case study of S bank. And the case study show that this solution can resolve typical problems that precise marketing suffered from, and technical implement is feasible. In a business viewpoint,it also helps to improve the success rate and efficiency and cut down the campaign cost. The research also puts forward a campaign lifetime management system, take all campaign activities such as design, data mining, campaign executing, Assessment and feedback and continues optimization under management, helps to form a data flow, control flow and business flow integrated data operation.The solution presented by this article focus on resolve all marketing problems sharing by all retail banks, and concrete its implement on a technical architecture common to all bank situations, so it may act as a reference practice for industry and partitioners.