Behavioral rules of bank’s point-of-sale for segments description and scoring prediction

Abstract

Article history: Received 1 March 2010 Received in revised form 1 July 2010 Accepted 10 July 2010 Available online 10 July 2010 One of the important factors for the success of a bank industry is to monitor their customers' behavior and their point-of-sale (POS). The bank needs to know its merchants' behavior to find interesting ones to attract more transactions which results in the growth of its income and assets. The recency, frequency and monetary (RFM) analysis is a famous approach for extracting behavior of customers and is a basis for marketing and customer relationship management (CRM), but it is not aligned enough for banking context. Introducing RFM in this article results in a better understanding of groups of merchants. Another artifact of RFM is RFM scoring which is applied in two ways, preprocessing the POSs and assigning behavioral meaningful labels to the merchants’ segments. The class labels and the RFM parameters are entered into a rule-based classification algorithm to achieve descriptive rules of the clusters. These descriptive rules outlined the boundaries of RFM parameters for each cluster. Since the rules are generated by a classification algorithm, they can also be applied for predicting the behavioral label and scoring of the upcoming POSs. These rules are called behavioral rules. © 2011 Growing Science Ltd. All rights reserved.