IDEAS home Printed from https://ideas.repec.org/a/inm/orinte/v41y2011i5p485-505.html
   My bibliography  Save this article

Marketing Optimization in Retail Banking

Author

Listed:
  • Ramasubramanian Sundararajan

    (GE Global Research, Bangalore 560 066, India)

  • Tarun Bhaskar

    (GE Global Research, Bangalore 560 066, India)

  • Abhinanda Sarkar

    (GE Global Research, Bangalore 560 066, India)

  • Sridhar Dasaratha

    (GE Global Research, Bangalore 560 066, India)

  • Debasis Bal

    (GE Global Research, Bangalore 560 066, India)

  • Jayanth K. Marasanapalle

    (GE Global Research, Bangalore 560 066, India)

  • Beata Zmudzka

    (Bank BPH, GE Capital, 80-387 Gdansk, Poland)

  • Karolina Bak

    (Bank BPH, GE Capital, 80-387 Gdansk, Poland)

Abstract

In this paper, we address the problem of making optimal product offers to customers of a retail bank by using techniques including Markov chains, genetic algorithms, mathematical programming, and design of experiments. Our challenges were large problem size, uncertainty about estimates of customer responses to product offers, and practical issues in training and implementation. The solution had an estimated financial impact of around $20 million; it also provided other intangible benefits, including structured decision making, the capability of performing what-if analysis, and portability to other markets and portfolios.

Suggested Citation

  • Ramasubramanian Sundararajan & Tarun Bhaskar & Abhinanda Sarkar & Sridhar Dasaratha & Debasis Bal & Jayanth K. Marasanapalle & Beata Zmudzka & Karolina Bak, 2011. "Marketing Optimization in Retail Banking," Interfaces, INFORMS, vol. 41(5), pages 485-505, October.
    • Handle: RePEc:inm:orinte:v:41:y:2011:i:5:p:485-505
    DOI: 10.1287/inte.1110.0597
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/inte.1110.0597
    Download Restriction: no
    File URL: https://libkey.io/10.1287/inte.1110.0597?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
    ---><---

    References listed on IDEAS

    as
    1. Margaret S. Trench & Shane P. Pederson & Edward T. Lau & Lizhi Ma & Hui Wang & Suresh K. Nair, 2003. "Managing Credit Lines and Prices for Bank One Credit Cards," Interfaces, INFORMS, vol. 33(5), pages 4-21, October.
    2. Engelmann, Bernd & Hayden, Evelyn & Tasche, Dirk, 2003. "Measuring the Discriminative Power of Rating Systems," Discussion Paper Series 2: Banking and Financial Studies 2003,01, Deutsche Bundesbank.
    3. T Bhaskar & R Sundararajan & P G Krishnan, 2009. "A fuzzy mathematical programming approach for cross-sell optimization in retail banking," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(5), pages 717-727, May.
    4. Füsun Gönül & Meng Ze Shi, 1998. "Optimal Mailing of Catalogs: A New Methodology Using Estimable Structural Dynamic Programming Models," Management Science, INFORMS, vol. 44(9), pages 1249-1262, September.
    5. F. Robert Dwyer & James R. Evans, 1981. "A Branch and Bound Algorithm for the List Selection Problem in Direct Mail Advertising," Management Science, INFORMS, vol. 27(6), pages 658-667, June.
    6. Michael Lewis, 2005. "Research Note: A Dynamic Programming Approach to Customer Relationship Pricing," Management Science, INFORMS, vol. 51(6), pages 986-994, June.
    7. M. Tolga Akçura & Kannan Srinivasan, 2005. "Research Note: Customer Intimacy and Cross-Selling Strategy," Management Science, INFORMS, vol. 51(6), pages 1007-1012, June.
    8. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    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. Christopher Bockel-Rickermann & Sam Verboven & Tim Verdonck & Wouter Verbeke, 2023. "A Causal Perspective on Loan Pricing: Investigating the Impacts of Selection Bias on Identifying Bid-Response Functions," Papers 2309.03730, arXiv.org.
    2. Bigler, T. & Kammermann, M. & Baumann, P., 2023. "A matheuristic for a customer assignment problem in direct marketing," European Journal of Operational Research, Elsevier, vol. 304(2), pages 689-708.

    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. T Bhaskar & R Sundararajan & P G Krishnan, 2009. "A fuzzy mathematical programming approach for cross-sell optimization in retail banking," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(5), pages 717-727, May.
    2. Mercedes Esteban-Bravo & Jose M. Vidal-Sanz & Gökhan Yildirim, 2014. "Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition," Marketing Science, INFORMS, vol. 33(5), pages 621-640, September.
    3. Andrés Musalem & Yogesh V. Joshi, 2009. "—How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach," Marketing Science, INFORMS, vol. 28(3), pages 555-565, 05-06.
    4. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    5. Romana Khan & Michael Lewis & Vishal Singh, 2009. "Dynamic Customer Management and the Value of One-to-One Marketing," Marketing Science, INFORMS, vol. 28(6), pages 1063-1079, 11-12.
    6. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    7. Conor B. Hamill & Raad Khraishi & Simona Gherghel & Jerrard Lawrence & Salvatore Mercuri & Ramin Okhrati & Greig A. Cowan, 2023. "Agent-based Modelling of Credit Card Promotions," Papers 2311.01901, arXiv.org, revised Nov 2023.
    8. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    9. Alan T. Murray, 2016. "Maximal Coverage Location Problem," International Regional Science Review, , vol. 39(1), pages 5-27, January.
    10. Kristóf, Tamás, 2008. "A csődelőrejelzés és a nem fizetési valószínűség számításának módszertani kérdéseiről [Some methodological questions of bankruptcy prediction and probability of default estimation]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 441-461.
    11. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
    12. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    13. Durango-Cohen, Elizabeth J., 2013. "Modeling contribution behavior in fundraising: Segmentation analysis for a public broadcasting station," European Journal of Operational Research, Elsevier, vol. 227(3), pages 538-551.
    14. Jeffrey D. Camm & Susan K. Norman & Stephen Polasky & Andrew R. Solow, 2002. "Nature Reserve Site Selection to Maximize Expected Species Covered," Operations Research, INFORMS, vol. 50(6), pages 946-955, December.
    15. Daoqin Tong & Alan T. Murray, 2009. "Maximising coverage of spatial demand for service," Papers in Regional Science, Wiley Blackwell, vol. 88(1), pages 85-97, March.
    16. YongSeog Kim & W. Nick Street & Gary J. Russell & Filippo Menczer, 2005. "Customer Targeting: A Neural Network Approach Guided by Genetic Algorithms," Management Science, INFORMS, vol. 51(2), pages 264-276, February.
    17. Dean Fantazzini & Silvia Figini, 2009. "Random Survival Forests Models for SME Credit Risk Measurement," Methodology and Computing in Applied Probability, Springer, vol. 11(1), pages 29-45, March.
    18. Sander Triest & Maurice Bun & Erik Raaij & Maarten Vernooij, 2009. "The impact of customer-specific marketing expenses on customer retention and customer profitability," Marketing Letters, Springer, vol. 20(2), pages 125-138, June.
    19. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December.
    20. Bas Donkers & Richard Paap & Jedid‐Jah Jonker & Philip Hans Franses, 2006. "Deriving target selection rules from endogenously selected samples," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 21(5), pages 549-562, July.

    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:inm:orinte:v:41:y:2011:i:5:p:485-505. 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    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.