دور ذكاء الأعمال في إنجاح عمليات التسويق

Abstract

Telemarketing considers an effective tool, as it provides products or services to clients through different methods. The revolution in information and communication technology has greatly facilitated shared value between companies and customers. Marketing functions have turned into a new concept and taking a more effective form with the spread of digital technology. In the era of big data, companies have become increasingly dependent on business intelligence and data analytics to discover and gain crucial insights. In this research, an accurate data collected from a bank data set during the period (2013- 2018) were used, to sell long-term deposits, these data include 20 variables and 40.000 contacts, and a dual response variable ("yes" or "no") that describes whether or not a customer will purchase a long-term deposit, as the artificial neural network models, logistic regression and a naive rule are designed to measure performance. This amount of data collected, known as big data, is changing the way companies work by opening new customers, companies, and markets the way each party is visible to everyone, and based on the results, it turns out that the predictive performance of multilayer artificial neural networks is better than other models.