A DEALG methodology for prediction of effective customers of internet financial loan products

Weiwei Zhu, Bingqing Liu, Zifang Lu and Yu Yu

Journal of the Operational Research Society, 2021, vol. 72, issue 5, 1033-1041

Abstract: It is becoming more crucial nowadays for researchers to objectively utilize reasonable and effective methods to choose a key customer index and analyze a wealth of data, with the aim of setting up precision marketing of Internet financial products. This paper thus considers pre-process data via DEA and adds the DEA efficiency value into the logistic regression model, which can improve accuracy of the basic logistic regression model. This novel data analytics approach, termed DEALG, significantly enhances the customer response rate of Internet loan products according to its results. The goal is to effectively identify those customers who are more likely to show their interests on the loan products in order to achieve the goal of precision marketing, thus reducing supply-side costs. The results of the DEALG method are very promising, and in the real world it can be applied as an actual marketing method like sending text messages to potential clients. Finally, the results show that this method can generate high profits for the Internet financial industry.

Date: 2021
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DOI: 10.1080/01605682.2019.1700188

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