Optimizing Customer Lifetime Value in Retail Banking

Informace o vysokoškolské kvalifikační práci

Název práce:
Optimizing Customer Lifetime Value in Retail Banking
Autor práce:
Píhrt, Tomáš
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Jašek, Pavel
Osoba oponující práci:
Novotný, Ota
Jazyk práce:
Each year institutions spend billions of dollars on marketing incentives to stay competitive. Whilst focusing on short-term metrics e.g. profit or revenue, they promote products and services which do not completely fit customer’s needs. To measure the impact of marketing campaigns on customer loyalty and future behavior, a customer-centric model based on Customer Lifetime Value in combination with a Markov chain model is suggested. Treating customers as company’s assets is an essential assumption for long-term profitability and growth. To optimize the marketing resource allocation, it is crucial to cover not only one step marketing campaigns (e.g. next best offer), but the overall marketing strategy, bearing in mind all possible consequences. Such an approach can be compared to strategic games and is best described by a Markov Decision Process. The proposed method, which covers the whole retail banking marketing process from the campaign definition up to the result optimization, can be regarded as the main contribution of this thesis. The comparison of existing and CLV optimal marketing strategies of a mid-size European bank is provided to validate the model results.
Klíčová slova:
Retail Banking; Customer Lifetime Value; Markov Chain; Markov Decision Process; Marketing Campaigns

Informace o studiu

Studijní program a Studijní obor:
Aplikovaná informatika/Informační systémy a technologie
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Informatics and Statistics
Název katedry:
Department of Information Technologies
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
19. 1. 2018
Datum podání práce:
24. 4. 2018
Datum obhajoby:

Soubory ke stažení

Hlavní práce:
64492_xpiht00.pdf [3,56 MB]
55608_novotnyo.pdf [282,57 kB]
Hodnocení vedoucího:
64492_xjasp05.pdf [284,26 kB]

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