Data Mining for Potential Customer Segmentation in the Marketing Bank Dataset

Maulida Ayu Fitriani (Universitas Muhammadiyah Purwokerto)
Dany Candra Febrianto (Universitas Gadjah Mada)

JUITA : Jurnal Informatika
JUITA Vol. 9 No. 1, May 2021

Direct marketing is an effort made by the Bank to increase sales of its products and services, but the Bank sometimes has to contact a customer or prospective customer more than once to ascertain whether the customer or prospective customer is willing to subscribe to a product or service. To overcome this ineffective process several data mining methods are proposed. This study compares several data mining methods such as Naïve Bayes, K-NN, Random Forest, SVM, J48, AdaBoost J48 which prior to classification the SMOTE pre-processing technique was done in order to eliminate the class imbalance problem in the Bank Marketing dataset instance. The SMOTE + Random Forest method in this study produced the highest accuracy value of 92.61%.