NMD Behavioural Models Used in Marketing

Bogusz Stankiewicz

A data-driven strategy is used in business activities involving the collection and use of data for a comprehensive 3600 view of the consumer. One of the techniques in this strategy constitutes using data to analyse human behaviour, which many companies utilise to improve their offer management (such as online retailers) and products (eg, Apple).11 For instance, the online community Kaggle provided their own data and held a contest for the best model. All this means that properly used and interpreted knowledge obtained from data is increasingly desirable in the business world and is a great help for any company.

In the financial sector, one could find multiple examples where data are used to support management in various areas (eg, risk management). It is in everyone’s interest to gain knowledge through analysing “what the client does and why”. This chapter will describe a tool that can significantly contribute to an increase in business value. By using this tool, a company can improve their management, business process control and reporting as a result of understanding how bank decisions influence client behaviour in terms of non-maturity deposits (NMDs).

The chapter will

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