IDEAS home Printed from https://ideas.repec.org/a/pal/jorsoc/v60y2009i5d10.1057_palgrave.jors.2602609.html
   My bibliography  Save this article

A fuzzy mathematical programming approach for cross-sell optimization in retail banking

Author

Listed:
  • T Bhaskar

    (John F Welch Technology Centre)

  • R Sundararajan

    (John F Welch Technology Centre)

  • P G Krishnan

    (John F Welch Technology Centre)

Abstract

We consider the problem of selecting the optimal list of customers to target for a cross-sell campaign in a retail bank. Target selection involves taking estimates of several parameters (response propensity, expected volume, expected profit from a customer, etc) and deciding on the list of customers to whom the offer should be sent such that a certain set of business objectives are met/optimized. We discuss some of the issues related to the target selection process, namely those of unreliable estimates and computational complexity of the problem. We propose a fuzzy mathematical programming technique to address these issues. The imprecise parameters and constraints are represented as triangular fuzzy numbers, while the problem of computational complexity is addressed through a group-level formulation. We use an example of a real-life cross-sell problem for a bank to demonstrate the method. We also provide some sensitivity analyses on critical resources.

Suggested Citation

  • T Bhaskar & R Sundararajan & P G Krishnan, 2009. "A fuzzy mathematical programming approach for cross-sell optimization in retail banking," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(5), pages 717-727, May.
    • Handle: RePEc:pal:jorsoc:v:60:y:2009:i:5:d:10.1057_palgrave.jors.2602609
    DOI: 10.1057/palgrave.jors.2602609
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/palgrave.jors.2602609
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/palgrave.jors.2602609?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rimas Kalvaitis & Anthony G. Posgay, 1974. "An Application of Mixed Integer Programming in the Direct Mail Industry," Management Science, INFORMS, vol. 20(5), pages 788-792, January.
    2. Füsun Gönül & Meng Ze Shi, 1998. "Optimal Mailing of Catalogs: A New Methodology Using Estimable Structural Dynamic Programming Models," Management Science, INFORMS, vol. 44(9), pages 1249-1262, September.
    3. Michael Lewis, 2005. "Research Note: A Dynamic Programming Approach to Customer Relationship Pricing," Management Science, INFORMS, vol. 51(6), pages 986-994, June.
    4. M. Tolga Akçura & Kannan Srinivasan, 2005. "Research Note: Customer Intimacy and Cross-Selling Strategy," Management Science, INFORMS, vol. 51(6), pages 1007-1012, June.
    5. Bhattacharya, Arijit & Vasant, Pandian, 2007. "Soft-sensing of level of satisfaction in TOC product-mix decision heuristic using robust fuzzy-LP," European Journal of Operational Research, Elsevier, vol. 177(1), pages 55-70, February.
    6. Rommelfanger, Heinrich, 1996. "Fuzzy linear programming and applications," European Journal of Operational Research, Elsevier, vol. 92(3), pages 512-527, August.
    7. F. Robert Dwyer & James R. Evans, 1981. "A Branch and Bound Algorithm for the List Selection Problem in Direct Mail Advertising," Management Science, INFORMS, vol. 27(6), pages 658-667, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bigler, T. & Kammermann, M. & Baumann, P., 2023. "A matheuristic for a customer assignment problem in direct marketing," European Journal of Operational Research, Elsevier, vol. 304(2), pages 689-708.
    2. Ramasubramanian Sundararajan & Tarun Bhaskar & Abhinanda Sarkar & Sridhar Dasaratha & Debasis Bal & Jayanth K. Marasanapalle & Beata Zmudzka & Karolina Bak, 2011. "Marketing Optimization in Retail Banking," Interfaces, INFORMS, vol. 41(5), pages 485-505, October.
    3. Talla Nobibon, Fabrice & Leus, Roel & Spieksma, Frits C.R., 2011. "Optimization models for targeted offers in direct marketing: Exact and heuristic algorithms," European Journal of Operational Research, Elsevier, vol. 210(3), pages 670-683, May.
    4. Özden Gür Ali & Yalçın Akçay & Serdar Sayman & Emrah Yılmaz & M. Hamdi Özçelik, 2017. "Cross-Selling Investment Products with a Win-Win Perspective in Portfolio Optimization," Operations Research, INFORMS, vol. 65(1), pages 55-74, February.
    5. Pejman Peykani & Mostafa Sargolzaei & Mohammad Hashem Botshekan & Camelia Oprean-Stan & Amir Takaloo, 2023. "Optimization of Asset and Liability Management of Banks with Minimum Possible Changes," Mathematics, MDPI, vol. 11(12), pages 1-24, June.
    6. Özden Gür Ali & Yalçın Akçay & Serdar Sayman & Emrah Y?lmaz & M. Hamdi Özçelik, 2017. "Cross-Selling Investment Products with a Win-Win Perspective in Portfolio Optimization," Operations Research, INFORMS, vol. 65(1), pages 55-74, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramasubramanian Sundararajan & Tarun Bhaskar & Abhinanda Sarkar & Sridhar Dasaratha & Debasis Bal & Jayanth K. Marasanapalle & Beata Zmudzka & Karolina Bak, 2011. "Marketing Optimization in Retail Banking," Interfaces, INFORMS, vol. 41(5), pages 485-505, October.
    2. Mercedes Esteban-Bravo & Jose M. Vidal-Sanz & Gökhan Yildirim, 2014. "Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition," Marketing Science, INFORMS, vol. 33(5), pages 621-640, September.
    3. Andrés Musalem & Yogesh V. Joshi, 2009. "—How Much Should You Invest in Each Customer Relationship? A Competitive Strategic Approach," Marketing Science, INFORMS, vol. 28(3), pages 555-565, 05-06.
    4. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    5. Tien-Fu Liang, 2012. "Integrated manufacturing/distribution planning decisions with multiple imprecise goals in an uncertain environment," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(1), pages 137-153, January.
    6. Romana Khan & Michael Lewis & Vishal Singh, 2009. "Dynamic Customer Management and the Value of One-to-One Marketing," Marketing Science, INFORMS, vol. 28(6), pages 1063-1079, 11-12.
    7. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    8. Mikhailov, L., 2004. "A fuzzy approach to deriving priorities from interval pairwise comparison judgements," European Journal of Operational Research, Elsevier, vol. 159(3), pages 687-704, December.
    9. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    10. Durango-Cohen, Elizabeth J., 2013. "Modeling contribution behavior in fundraising: Segmentation analysis for a public broadcasting station," European Journal of Operational Research, Elsevier, vol. 227(3), pages 538-551.
    11. Daoqin Tong & Alan T. Murray, 2009. "Maximising coverage of spatial demand for service," Papers in Regional Science, Wiley Blackwell, vol. 88(1), pages 85-97, March.
    12. YongSeog Kim & W. Nick Street & Gary J. Russell & Filippo Menczer, 2005. "Customer Targeting: A Neural Network Approach Guided by Genetic Algorithms," Management Science, INFORMS, vol. 51(2), pages 264-276, February.
    13. Sander Triest & Maurice Bun & Erik Raaij & Maarten Vernooij, 2009. "The impact of customer-specific marketing expenses on customer retention and customer profitability," Marketing Letters, Springer, vol. 20(2), pages 125-138, June.
    14. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December.
    15. Bas Donkers & Richard Paap & Jedid‐Jah Jonker & Philip Hans Franses, 2006. "Deriving target selection rules from endogenously selected samples," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 21(5), pages 549-562, July.
    16. P Vasant & R Nagarajan & S Yaacob, 2005. "Fuzzy linear programming with vague objective coefficients in an uncertain environment," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 56(5), pages 597-603, May.
    17. Stefano Colombo, 2018. "Behavior‐ and characteristic‐based price discrimination," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 27(2), pages 237-250, June.
    18. Tien-Fu Liang & Tien-Shou Huang & Ming-Feng Yang, 2012. "Application of fuzzy mathematical programming to imprecise project management decisions," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(5), pages 1451-1470, August.
    19. Hibbeln, Martin & Norden, Lars & Usselmann, Piet & Gürtler, Marc, 2020. "Informational synergies in consumer credit," Journal of Financial Intermediation, Elsevier, vol. 44(C).
    20. Chen, Shih-Pin & Tsai, Ming-Jiun, 2011. "Time-cost trade-off analysis of project networks in fuzzy environments," European Journal of Operational Research, Elsevier, vol. 212(2), pages 386-397, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorsoc:v:60:y:2009:i:5:d:10.1057_palgrave.jors.2602609. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.