论文标题

基于智能向量的客户细分银行业

Intelligent Vector-based Customer Segmentation in the Banking Industry

论文作者

Mousaeirad, Salman

论文摘要

客户细分是根据共同特征将客户分为组的过程。智能客户细分不仅将使组织能够有效地分配营销资源(例如,银行业中的推荐系统),而且还可以识别最有可能从特定政策中受益的客户同伙(例如,发现卫生部门中的各种患者群体)。尽管客户细分方法有了显着改善,但主要的挑战仍然是理解细分需求背后的原因。这项任务是具有挑战性的,因为它是主观的,并且取决于细分的目标以及分析师的观点。为了应对这一挑战,在本文中,我们提出了一种基于智能向量的客户细分方法。所提出的方法将利用功能工程来使分析师能够确定重要功能(从人口统计,地理,心理学,行为等特征库),并将其馈入名为Customer2Vec的神经嵌入框架中。 Customer2VEC将神经网络分类和聚类方法结合在一起,作为监督和无监督的学习技术,以嵌入客户向量。我们在银行业中采用典型的方案,以突出客户2VEC如何显着提高细分质量并检测客户相似性。

Customer Segmentation is the process of dividing customers into groups based on common characteristics. An intelligent Customer Segmentation will not only enable an organization to effectively allocate marketing resources (e.g., Recommender Systems in the Banking sector) but also it will enable identifying the customer cohorts that are most likely to benefit from a specific policy (e.g., to discover diverse patient groups in the Health sector). While there has been a significant improvement in approaches to Customer Segmentation, the main challenge remains to be the understanding of the reasons behind the segmentation need. This task is challenging as it is subjective and depends on the goal of segmentation as well as the analyst's perspective. To address this challenge, in this paper, we present an intelligent vector-based customer segmentation approach. The proposed approach will leverage feature engineering to enable analysts to identify important features (from a pool of features such as demographics, geography, psychographics, behavioral, and more) and feed them into a neural embedding framework named Customer2Vec. The Customer2Vec combines the neural network classification and clustering methods as supervised and unsupervised learning techniques to embed the customer vector. We adopt a typical scenario in the Banking Sector to highlight how Customer2Vec significantly improves the quality of the segmentation and detecting customer similarities.

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