Data Mining at a Major Bank: Lessons from a Large Marketing Application

  title={Data Mining at a Major Bank: Lessons from a Large Marketing Application},
  author={Petra Hunziker and Andreas Maier and Alex Nippe and Markus Tresch and Douglas Weers and Peter Zemp},
This paper summarizes experiences and results of productively using knowledge discovery and data mining technology in a large retail bank. We present data mining as part of a greater e ort to develop and deploy an integrated IT-infrastructure for loyalty based customer management, combining data warehousing, and campaign management together with data mining technology. We have completed a rst campaign where potential customers were selected using the new built data warehouse together with data… CONTINUE READING

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