Workshop:
" Statistical data mining between research and practice "
27./28. Februar 2004 in Hamburg
Thomas Rauscher
(ITERGO Informationstechnologie GmbH)
Optimizing Marketing Campaigns by the Use of Data Mining Methods for the Hamburg-Mannheimer Insurance
| Hamburg-Mannheimer Insurance is one of Germanys biggest Insurance Companies covering all types of insurance products. Here Data Mining Techniques are used to optimize marketing campaigns for new products such as the 'Kaiser Rente', a private pension with public sponsoring. These activities are organized as IT-projects bringing IT-Professionals and marketing experts together and the experiences of some of these projects are presented here. Typically the HM customer database is analyzed and models are evolved which predict a response probability to a certain product covered by this campaign. Explanatory variables for such models may be either demograhical profiles or customer history - both stored in the customer database. The results of the Data Mining Process are then operationally used to focus sales activities on those customers having high response rates thus both improving sales and lowering costs. |
You can find the complete talk als *.ppt-file (1.8 MB) here.
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Impressum | 07. May. 2004, von Stefan Heitmann |