Personalized marketing campaign for upselling using predictive modeling in the health insurance sector

Detalhes bibliográficos
Autor(a) principal: Melidis, Andreas
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/99076
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics
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spelling Personalized marketing campaign for upselling using predictive modeling in the health insurance sectorUpsellMarketing CampaignInsuranceBancassurancePredictive ModelsInternship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced AnalyticsNowadays, with the oversupply of several different solutions in the private Health Insurance sector and the constantly increasing demand for value for money services from the client’s perspective, it becomes clear that Insurance Companies shouldn’t only strive for excellence but also engage their client base by offering solutions that are more suitable to their needs. This project aims, using the power that predictive models can provide, to predict the existing Health Insurance clients who are willing to move in a higher tier product. The case presented above could be described under the term of upselling. The final model will be used for a personalized marketing campaign in one of the most prominent bancassurances in Portugal. At the moment the ongoing upselling campaign, uses only few eligibility criteria. The outcome of the model has as a goal to assign a probability to each client who is eligible to be contacted for this campaign. The data that were retrieved to train the model, had a buffer period of one week from when the ‘event’ took place. This is crucial for the business, because there is always the time-to-market parameter which should be taken into consideration in the real world. The tools that were used for completing this Data Mining project were mostly SAS Enterprise Guide and SAS Enterprise Miner. All the Data Marts that were needed for the particular project, were built and loaded in SAS, so there were no obstacles or connectivity issues. For data visualization and reporting, Microsoft PowerBI was used. Some of the tables in the Data Marts, are being updated in a daily and other in a monthly basis. Of course, all the historical information is being stored in separate tables, so there is no information loss or discrepancies. Finally, the methodology that was followed for the implementation of the Data Mining project was a hybrid framework between the SEMMA approach as it is the one that is proposed by SAS Institute to carry out the core tasks of model development and CRISP-DM.Pinheiro, Flávio Luís PortasRUNMelidis, Andreas2020-06-09T07:08:02Z2020-05-222020-05-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/99076TID:202485080enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:46:09Zoai:run.unl.pt:10362/99076Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:39:07.354602Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
title Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
spellingShingle Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
Melidis, Andreas
Upsell
Marketing Campaign
Insurance
Bancassurance
Predictive Models
title_short Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
title_full Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
title_fullStr Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
title_full_unstemmed Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
title_sort Personalized marketing campaign for upselling using predictive modeling in the health insurance sector
author Melidis, Andreas
author_facet Melidis, Andreas
author_role author
dc.contributor.none.fl_str_mv Pinheiro, Flávio Luís Portas
RUN
dc.contributor.author.fl_str_mv Melidis, Andreas
dc.subject.por.fl_str_mv Upsell
Marketing Campaign
Insurance
Bancassurance
Predictive Models
topic Upsell
Marketing Campaign
Insurance
Bancassurance
Predictive Models
description Internship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics
publishDate 2020
dc.date.none.fl_str_mv 2020-06-09T07:08:02Z
2020-05-22
2020-05-22T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/99076
TID:202485080
url http://hdl.handle.net/10362/99076
identifier_str_mv TID:202485080
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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