Návrh a implementace reportingu pro vyhodnocování akvizičních kampaní v obchodní bance

The aim of this master's thesis is to design and implement reporting for the evaluation of acquisition campaigns in the banking sector and to assess the current process of setting and paying out incentives associated with these campaigns. Based on theoretical insights and analysis of available data, the thesis identifies factors influencing the long-term activity and profitability of newly acquired clients. Furthermore, it proposes the implementation of a predictive approach that enables more efficient allocation of costs related to client reward payouts. The theoretical part of the thesis defines acquisition campaigns in the context of banking, describes the role of financial rewards in evaluating campaign success, and outlines the principles of client segmentation and the concept of a high-quality active client. It also focuses on the role of marketing analytics and reporting, data quality, and the use of BI tools to support decision-making in the area of client acquisition. The practical part first describes the banking environment, the data model, and the process of entering campaigns into the CRM system. The thesis then defines key attributes and metrics and presents the design of a descriptive reporting structure that primarily captures the behaviour of newly acquired clients after the reward payout. This is followed by the implementation of a BI solution in Power BI and the design of a predictive model that estimates the probability of client activity. The thesis concludes by summarising the limitations of the proposed solution and outlining options for further development of the acquisition campaign evaluation process.