Applying machine learning to marketing : implementation and management of a next best offer recommendation model in the financial industry

Applying machine learning to marketing implementation and management of a next best offer recommendation model in the financial industry

This Master’s Thesis researches how a predictive analytics next best offer (NBO) recommendation model is developed, implemented and managed in a Finnish retail bank. This Thesis studies how the NBO model is strategically employed as a customer-oriented marketing communications tool in marketing, cus...

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Bibliographic Details
Main Author: Valtonen, Anna
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2020
Subjects:
predictive analytics
recommendation model
next best offer
Markkinointi
Marketing
20423
markkinointi
digitaalinen markkinointi
koneoppiminen
marketing
digital marketing
machine learning
Online Access: https://jyx.jyu.fi/handle/123456789/68608

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