The Application of Data Mining and Visualization on Marketing Strategy in Insurance Industry

• Main Authors: Kun-Tseng Lin, 林坤層
• Other Authors: Hilary Cheng
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/8nnv9a

碩士 === 元智大學 === 管理碩士在職專班 === 103 === When the technique of visualization and data mining is applied in insurance marketing to excavate potential VIP customers from the current customer list for insurance sales, you can find similar client base that may like the same products through analysis of the relationship between customer background information and purchased product type, in addition to finding out potential customers with high purchasing power. This study collected information for 427 customers from individual sales during ten-year period in A Insurance Company, using Orange, RapidMiner data mining tool, k-means analysis method, correlation analysis and decision-making tree to analyze the current customer information and contents of assurance in purchased insurance policy, seek potential rules for product purchasing among customers, and further make plan for sales strategy to improve sales performance and customer assurance.