FINANCIAL MARKETING THROUGH MACHINE LEARNING TECHNIQUES AND DATA ANALYTICS FOR CUSTOMER BEHAVIOR PREDICTION

Year 2025, Volume: 12 Issue: 1, 35 - 46, 30.07.2025

Tugce Ekiz Yilmaz

Abstract

Purpose- This study explores the utilization of machine learning techniques in financial marketing to create a more efficient financial product, with understanding customer behavior and further drive the marketing efficiency as the primary focus. The research aims to highlight the role of advanced analytics in enhancing campaign effectiveness and targeting precision, thereby empowering businesses to make data-driven decisions in a competitive landscape.
Methodology- Various machine learning models were used in the study, including Decision Trees, Random Forests, Gradient Boosting Machines, Naive Bayes, Support Vector Machines, LightGBM, and Long Short-Term Memory. Feature engineering, particularly the inclusion of interaction terms and ratio-based features, was a critical component of the methodology, enabling the capture of complex patterns in customer behavior data. Model performance was rigorously evaluated using metrics such as precision, recall, and F1-score to provide a comprehensive understanding of predictive capabilities.
Findings- The machine learning models are confirmed to be very efficient in the investigation and identification of actionable than secret knowledge about consumer preferences and behavior. According to the research, these models were recently employed to develop accurate and tailored marketing approaches that greatly enhance campaign impact and targeting success. Things like precision, recall, and F1-score highlight the strengths or limitations of individual models and helped to guide the selection appropriately to specific marketing goals.
Conclusion- This study highlights the emprical importance of machine learning methods into financial marketing processes. By using advanced analytics, businesses can refine their marketing strategies, improve campaign outcomes, and remain competitive in a rapidly evolving marketplace. The results highlight the revolutionary ability of machine learning to facilitate accurate data driven marketing choices relative to customer desires.

Keywords

Financial marketing , machine learning , deep learning , data analytics , customer behavior prediction , campaign optimization

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