Karmele Fernández‐Aguirre, Inmaculada Gallastegui‐Zulaica, Juan Ignacio Modroño‐Herrán and Vicente Núñez‐Antón
Within the framework of database marketing, that is, data mining applied to large databases for marketing purposes, we analyze the database of clients of a financial institution…
Abstract
Within the framework of database marketing, that is, data mining applied to large databases for marketing purposes, we analyze the database of clients of a financial institution, trying to extract from it indications which could help to establish its marketing policies in an efficient way. The application of multiple correspondence and cluster analysis leads to a classification of clients based on a few easily identifiable variables. As suggested by other authors in marketing research, the clients’ position in the life cycle emerges as one of the main factors inducing their financial behaviour.