Abstract
In this study, customer loss analysis conducted for mobile marketing campaigns in the banking sector. Mobile marketing is a frequently used marketing method, and SMS (Short Message Service) is the most commonly used mobile marketing tool due to its wide range of customers. However, mobile marketing activities may cause customer loss in case of irrelevant and frequent submission if customers don’t want to receive advertising notifications. The data set used in the analysis includes 22 attributes belonging to 29,635 customers and class information about whether customers block marketing SMS. The obtained data set was classified by logistic regression, artificial neural networks and support vector machines, and the classification performances of the algorithms were compared. Results show that all three methods have similar accuracy, precision, recall and F-score values while Logistic regression method is slightly better than others.
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