Banca de DEFESA: Bruno Gomes Resende

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Bruno Gomes Resende
DATE: 30/08/2024
TIME: 10:00
LOCAL: teams
TITLE:

Data Mining in Predicting the Best Approach Channel for Next Best Action in Hyper-Personalized Customer Relationship with the Banking Client

KEY WORDS:

Interaction Channels, Next Best Action, hyper personalization, CRM, financial industry

PAGES: 54
BIG AREA: Ciências Exatas e da Terra
AREA: Ciência da Computação
SUMMARY:

The existence of several channels of interaction with the customer creates a challenge
in choosing the most appropriate channel in the different business journeys in organiza-
tions. A Brazilian bank intends to provide the best experiences for its customers. To this
end, it is desired to create a hyper-personalized approach strategy in its business jour-
neys, in order to anticipate the desires and needs of consumers of products and services
offered by the organization. One of the alternatives for customizing approaches is the
implementation of an Next Best Action (NBA) model, delivering the best message, at
the most appropriate time, through the best interaction channel with the customer. This
work intends to model the behavior of bank customers using Data Mining techniques and
to develop a forecast model for the best interaction channel in the business relationship,
in order to meet the organization’s demand. The data used includes registration, demo-
graphic, behavioral and psychological information, in order to uniquely and individually
represent each customer in their relationship with the company, thus proving compliance
with the decision-making process of the most appropriate channel for the approach.

COMMITTEE MEMBERS:
Presidente - 1937247 - BRUNO CESAR RIBAS
Interno - 3064724 - GLAUCO VITOR PEDROSA
Interno - 3089262 - JOHN LENON CARDOSO GARDENGHI
Externo à Instituição - FABIANO SILVA - UFPR