Analysis On Savings Characteristics Of Credit Card Users For China Everbright Bank Suzhou Branch

This paper discusses a project which establishes the data warehouse to analyze accumulated data of credit card and savings information collected from China Everbright bank based on the analysis theory of decision tree and clustering, meanwhile locating the target data which identify credit card holders. Results of the analysis help bankers who conducting cross-marketing develop on credit cards business quickly and efficiently.The project employed the SQL SERVER 2005 to build data warehouse, and it made use of Business Intelligence Development Studio (BIDS) tool, followed the CRISP-DM model, completed the the six stages processing including the business analysis, data comprehension, data preparation, modeling, model evaluation and the deployment. The project completed the conceptual design of data warehouse through the use of information package chart technology, translated them into logical model - Snowflake Schema, and ultimately optimized the implementation to the physical model. The project is implemented using three modules of Business Intelligence Development Studio to realized the concretion of this project: At first, the project employed SQL Server Integration Service (SSIS) to complete the integration of data in Everbright bank, then made use of SQL Server Analysis Services (SSAS) to establish on-line model, and used SQL Server Analysis Services (SSAS) to establish on-line model which based on savings and transaction data to predict the potential and the level of credit card customers, using decision tree to analyze the results obtained, and obtain characteristics of the golden user indicators through Clustering Analysis. Finally, golden card users will be produced as the features of the indicators of customer savings through SQL Server Reporting Services (SSRS).The direct-sale team of Everbright Bank's credit card could do its business efficiently on bank saving customers through the using of the characteristics of the indicators of the gold customers, so that to expand the credit card's market share and improve the customer's loyalty of Suzhou Everbright bank.