IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v160y2023ics0148296323001297.html
   My bibliography  Save this article

Precision marketing for financial industry using a PU-learning recommendation method

Author

Listed:
  • Chen, Song
  • Qiu, Yongqin
  • Li, Jingmao
  • Fang, Kan
  • Fang, Kuangnan

Abstract

Due to the growing competition among peers, financial companies are in urgent need of simultaneously recommending multiple types of products with data that only contain positive and unlabeled (PU) samples, which poses a crucial challenge for traditional recommendation methods. To fill this gap, we propose a recommendation model based on PU-learning and matrix completion, in which we employ the PU-Logistic model to reduce the prediction bias, and use a “preference matrix” to identify customers’ interest in different products. With this model, we can better understand the homogeneity and heterogeneity of customer preferences and effectively estimate the customer preferences of missing data. Our simulation results indicate that our proposed method has competitive performance in coefficient estimation and prediction and is robust to potential model misspecification. By applying our method to a consumer financial dataset from China between 2019 and 2020, we obtain interpretable findings with competitive prediction performance.

Suggested Citation

  • Chen, Song & Qiu, Yongqin & Li, Jingmao & Fang, Kan & Fang, Kuangnan, 2023. "Precision marketing for financial industry using a PU-learning recommendation method," Journal of Business Research, Elsevier, vol. 160(C).
    • Handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001297
    DOI: 10.1016/j.jbusres.2023.113771
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323001297
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.113771?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gill Ward & Trevor Hastie & Simon Barry & Jane Elith & John R. Leathwick, 2009. "Presence-Only Data and the EM Algorithm," Biometrics, The International Biometric Society, vol. 65(2), pages 554-563, June.
    2. Martínez, Andrés & Schmuck, Claudia & Pereverzyev, Sergiy & Pirker, Clemens & Haltmeier, Markus, 2020. "A machine learning framework for customer purchase prediction in the non-contractual setting," European Journal of Operational Research, Elsevier, vol. 281(3), pages 588-596.
    3. Coussement, Kristof & Van den Bossche, Filip A.M. & De Bock, Koen W., 2014. "Data accuracy's impact on segmentation performance: Benchmarking RFM analysis, logistic regression, and decision trees," Journal of Business Research, Elsevier, vol. 67(1), pages 2751-2758.
    4. Fan, Jianqing & Gong, Wenyan & Zhu, Ziwei, 2019. "Generalized high-dimensional trace regression via nuclear norm regularization," Journal of Econometrics, Elsevier, vol. 212(1), pages 177-202.
    5. Baptiste Barreau & Laurent Carlier, 2020. "History-Augmented Collaborative Filtering for Financial Recommendations," Post-Print hal-03144669, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xia, Liangjie & Li, Kang & Wang, Jun & Xia, Yi & Qin, Juanjuan, 2024. "Carbon emission reduction and precision marketing decisions of a platform supply chain," International Journal of Production Economics, Elsevier, vol. 268(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chou, Ping & Chuang, Howard Hao-Chun & Chou, Yen-Chun & Liang, Ting-Peng, 2022. "Predictive analytics for customer repurchase: Interdisciplinary integration of buy till you die modeling and machine learning," European Journal of Operational Research, Elsevier, vol. 296(2), pages 635-651.
    2. Chen, Yanhong & Liu, Luning & Zheng, Dequan & Li, Bin, 2023. "Estimating travellers’ value when purchasing auxiliary services in the airline industry based on the RFM model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Fan Zou & Yupeng Li & Jiahuan Huang, 2022. "Group interaction and evolution of customer reviews based on opinion dynamics towards product redesign," Electronic Commerce Research, Springer, vol. 22(4), pages 1131-1151, December.
    4. Schwemmer, Philipp & Güpner, Franziska & Adler, Sven & Klingbeil, Knut & Garthe, Stefan, 2016. "Modelling small-scale foraging habitat use in breeding Eurasian oystercatchers (Haematopus ostralegus) in relation to prey distribution and environmental predictors," Ecological Modelling, Elsevier, vol. 320(C), pages 322-333.
    5. Ramazan Esmeli & Mohamed Bader-El-Den & Hassana Abdullahi, 2021. "Towards early purchase intention prediction in online session based retailing systems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 697-715, September.
    6. Yang Liu, 2020. "A Riemannian Optimization Algorithm for Joint Maximum Likelihood Estimation of High-Dimensional Exploratory Item Factor Analysis," Psychometrika, Springer;The Psychometric Society, vol. 85(2), pages 439-468, June.
    7. Wang, Fa, 2022. "Maximum likelihood estimation and inference for high dimensional generalized factor models with application to factor-augmented regressions," Journal of Econometrics, Elsevier, vol. 229(1), pages 180-200.
    8. Arno de Caigny & Kristof Coussement & Koen de Bock, 2020. "Leveraging fine-grained transaction data for customer life event predictions," Post-Print hal-02507998, HAL.
    9. Liu, Zhenkun & Zhang, Ying & Abedin, Mohammad Zoynul & Wang, Jianzhou & Yang, Hufang & Gao, Yuyang & Chen, Yinghao, 2024. "Profit-driven fusion framework based on bagging and boosting classifiers for potential purchaser prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logis," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    11. Miikka Blomster & Timo Koivumäki, 2022. "Exploring the resources, competencies, and capabilities needed for successful machine learning projects in digital marketing," Information Systems and e-Business Management, Springer, vol. 20(1), pages 123-169, March.
    12. Dong, Ruipeng & Li, Daoji & Zheng, Zemin, 2021. "Parallel integrative learning for large-scale multi-response regression with incomplete outcomes," Computational Statistics & Data Analysis, Elsevier, vol. 160(C).
    13. Ma, Shujie & Su, Liangjun & Zhang, Yichong, 2020. "Detecting Latent Communities in Network Formation Models," Economics and Statistics Working Papers 12-2020, Singapore Management University, School of Economics.
    14. João A. Bastos & Maria Inês Bernardes, 2024. "Understanding online purchases with explainable machine learning," Working Papers REM 2024/0313, ISEG - Lisbon School of Economics and Management, REM, Universidade de Lisboa.
    15. Narendra Singh & Pushpa Singh & Mukul Gupta, 2020. "An inclusive survey on machine learning for CRM: a paradigm shift," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 47(4), pages 447-457, December.
    16. Herkt, K. Matthias B. & Barnikel, Günter & Skidmore, Andrew K. & Fahr, Jakob, 2016. "A high-resolution model of bat diversity and endemism for continental Africa," Ecological Modelling, Elsevier, vol. 320(C), pages 9-28.
    17. Wang, Lei & Zhang, Jing & Li, Bo & Liu, Xiaohui, 2022. "Quantile trace regression via nuclear norm regularization," Statistics & Probability Letters, Elsevier, vol. 182(C).
    18. Xiaojun Mao & Zhonglei Wang & Shu Yang, 2023. "Matrix completion under complex survey sampling," Annals of the Institute of Statistical Mathematics, Springer;The Institute of Statistical Mathematics, vol. 75(3), pages 463-492, June.
    19. Lingfeng Dong & Ting Ji & Jie Zhang, 2022. "Effects of Conversation Politeness on Hiring Decision in Online Labor Markets: An Inverted U-Shaped Relationship Exploration," Sustainability, MDPI, vol. 14(22), pages 1-11, November.
    20. Hong, Shengjie & Su, Liangjun & Jiang, Tao, 2023. "Profile GMM estimation of panel data models with interactive fixed effects," Journal of Econometrics, Elsevier, vol. 235(2), pages 927-948.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001297. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.