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Research on Customer Scoring Application Based on MLP Neural Network Model

  

  1. 1. Guangdong Postal Information Technology Bureau, Guangzhou 510000, China；
    2. University ParisDauphine, Paris 75775, France
  • Received:2016-08-05 Online:2017-03-29 Published:2017-03-30

Abstract:

The judgment of the possibility that customers purchase products is the focus of the enterprise marketers attention. The paper addresses the crossselling for the
insurance product customers and other financial product customers, thereby highly accurately quantifies their potential purchasing power. According to the summary of the applied
theory of the personal insurance business, this paper presents a customer purchasing behavior scoring model. Through the use of the simplified insurance customer data of China
Post Financiers, this paper carries out an empirical analysis of the model effectiveness. The results of the study show that the model, with a good forecasting performance,
provides more efficient predictions and specific evaluation criteria, thus being able to help enterprises timely identify the most effective marketing tool for customer
acquisition and retention, ultimately improving marketing success to a greater extent.

Key words: scoring model, multilayer perceptron (MLP), neural network, data mining

CLC Number: