Analysis and predicting of portuguese banking marketing campaign effectiveness

Abstract

The Portuguese banking sector has undergone significant transformations in recent years, especially after the global financial crisis. The need for banks to adapt to challenging economic conditions and maintain competitiveness has made marketing strategies more important than ever. This report focuses on analyzing and predicting the effectiveness of marketing campaigns in the Portuguese banking sector. The decision to choose Portugal as the subject of study stems from its unique economic context, where banks have had to change their strategies to regain customer trust and drive growth in a post-crisis environment. The main objective of this topic is to explore how to apply machine learning and data analysis to improve the effectiveness of banking marketing campaigns. By analyzing the factors influencing customer behavior, such as product registration and campaign participation levels, banks can optimize their marketing efforts, thereby developing more precise strategies and increasing customer growth. This study also aims to highlight the potential of data-driven marketing decisions to enhance operational efficiency, customer satisfaction, and ultimately, profit growth. It also addresses a major challenge for global financial organizations—the adjustment of marketing strategies in the digital age, where customer expectations are constantly changing. Ultimately, this report aims to provide useful information that can lead to the improvement of future marketing campaigns and better business results for banks in Portugal