Predictive Analysis of Bank Marketing for Financial Decision Support and Smart Economy

Hiral Vashi, Jyoti Yadav, Aparna S. Varde

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


An active purpose of financial organizations is to preserve existing customers and accomplish imminent long-term ones. Bank marketing campaigns often depend on huge electronic data from a plethora of customers. Given the enormous and ever-growing data, it is not feasible for human analysts to procure interesting information and derive inferences for financial decision support. This motivates us to build a software tool for predictive analysis of bank marketing based on data mining from customer profiles. The success of telemarketing depends on various factors such the customers’ age, job, loan status etc. Hence, these factors constitute various features analyzed by data mining to predict customer tendencies with respect to marketing campaigns. We deploy classical methods of association rules and decision trees because they fall in the category of explainable AI and hence provide good interpretability for decision-making. The resulting software tool helps to predict the types of clients that will subscribe to a given term deposit. Hence, it aims to improve bank marketing by targeting more customers, hitting the right audience. It assists telemarketing campaigns and offers financial decision support, in line with e-commerce. This work fits the theme of smart economy, an important characteristic of smart cities.

Original languageEnglish
Title of host publicationIntelligent Systems and Applications - Proceedings of the 2023 Intelligent Systems Conference IntelliSys Volume 3
EditorsKohei Arai
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages17
ISBN (Print)9783031477140
StatePublished - 2024
EventIntelligent Systems Conference, IntelliSys 2023 - Amsterdam, Netherlands
Duration: 7 Sep 20238 Sep 2023

Publication series

NameLecture Notes in Networks and Systems
Volume824 LNNS
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389


ConferenceIntelligent Systems Conference, IntelliSys 2023


  • Banking
  • Customer profiles
  • Data mining
  • e-Commerce
  • Explainable AI
  • Financial decision support
  • Machine Learning
  • Predictive analysis
  • Smart cities
  • Smart economy
  • Telemarketing
  • White-box models


Dive into the research topics of 'Predictive Analysis of Bank Marketing for Financial Decision Support and Smart Economy'. Together they form a unique fingerprint.

Cite this