E-Banking Service Marketing – An Approach to Locate Appropriate EFT-POS Acceptors Based On R.F.M. And Data Mining Methods.(Case Study Iranian’s Mellat Bank Customers)

Abstract: Relying on the wisdom of attracting retail banking customers can access a great success. Development of electronic payment tools such as EFT-POS5 offer opportunity for Iranian banks to take over most of the market share percentage to achieve profitability. On the other hand, customer's transactional data ports created channels of electronic banking offer another opportunity for market analysis and is based on customer behaviours. Use this data to identify opportunities for marketing and market potential has been used for years as a marketing database. Database marketing in order to create a competitive edge with a combination of data mining and statistical methods will lead to smart marketing, which not only help organizations in the production of knowledge for customers but also decrease marketing costs and increase efficiency of existing methods of marketing. The purpose of this survey is an analysis of customer's data existing in the databases of MELLAT bank by using data mining model, integrating derived knowledge with other data such as geographical data to generate predictive model useful in assessing customers’ acceptance (EFT-POS acceptors) and also provide beneficial knowledge in marketing and use this knowledge to locate appropriate acceptor for development of the retail banking market.

Keywords:

Business intelligence , Database marketing , E-banking services , Data mining