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Inicio  /  Applied Sciences  /  Vol: 10 Par: 7 (2020)  /  Artículo
ARTÍCULO
TITULO

Business Analytics in Telemarketing: Cost-Sensitive Analysis of Bank Campaigns Using Artificial Neural Networks

Nazeeh Ghatasheh    
Hossam Faris    
Ismail AlTaharwa    
Yousra Harb and Ayman Harb    

Resumen

This study attempts to mitigate the effects of highly imbalanced data in realizing an enhanced cost-sensitive prediction model. The model intends to enable telemarketing decision makers in the banking industry to have more insights on their marketing efforts, such that potential clients gain more focus based on quantifiable cost estimates.

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