Business card as a bank product and establishment of a new business card tendency model

Abstract

Specially issued for the commercial needs of SMEs, the business card is equipped with the features of different products that also allow personal use. Within the scope of this product; commercial credit cards, overdraft accounts, and credit products with equal installments or seasonal payments are combined into a single card. However, during the data analysis phase, it will be seen that this product is used by individual customers as well as SMEs. Individual customers referred to here are customers with legal entities called partnership customers. The business card tendency model currently used for the related product, which has an important place for banks, does not work successfully. The success rate of this model is well below the other models used in the bank, and therefore the accuracy of the data and the model is doubted. In order to improve this situation, the existing model will be observed, deficiencies and errors will be examined, and then a new model will be established. In this process, there will be stages of data preparation, model building, analyzing the output, and evaluating the results. In the literature, there are many studies prepared for credit cards and related issues by banks and various institutions. Some of these are artificial intelligence-supported credit card models, neural approaches to credit scoring, and calculation of the default rate of loans and fraud detection with the help of machine learning. This study aims to design an end-to-end business card modeling process in the light of other studies in a similar context, but with modern approaches that are not thought to be included in the literature. In light of the studies in the above-mentioned literature, it can be said that there are quite advanced approaches to credit cards. The first problem here is that security-related models such as default rate and fraud are emphasized instead of sales-oriented models of credit cards. Another problem is that the existing sales-oriented models do not attach the necessary importance to sustainability and are established with a shorter-term profit and success focus. In general, the studies conducted in the banks related to the subject were investigated, and various similar and different deficiencies were observed in these studies. A similar and common mistake is that the process ends when customers purchase a product that they do not already have. Another problem is the use of customers' information, which is likely to be erroneous and whose accuracy is doubtful, instead of market information with higher validity, such as BKM and GIB. Finally, most models put less emphasis on activity and continuity, and focus on customer balances. During the case analysis phase, the business card product, which can be tracked through monthly sales at the bank, will be examined. In order to establish a model for this product, first the target definition will be determined, the necessary data will be collected from the relevant tables, and some of them will be selected by filtering these data. Afterward, this data set will be prepared for the model-building phase by making the necessary manipulations on it, and then the model-building phase will be started. Following the model setup, the results will be examined, the most appropriate option will be considered, and success will be measured. In this study, the number of variables, which was 83 at the beginning, is reduced to 11 during the model-building phase, in accordance with the principle of parsimony. A meaningful result is tried to be obtained by entering these variables into the logistic regression and random forest models. According to the results obtained, the logistic regression model works with 98% accuracy, while the random forest model works with 99% accuracy. In addition, the precision value obtained in the random forest model is higher than that in the logistic regression model. The precision metric shows how many of the values that are estimated as positive are actually positive. For these reasons, it is decided that the model to be used should be random forest. In this way, the detection rate of customers with a target definition of 1 for the business card product will be higher, which will increase the bank's customer portfolio and profitability. It is aimed in this thesis study to eliminate these deficiencies and errors in existing exercises to establish a more beneficial and efficient model for banks. In addition, it is recommended that banks expand their perspectives on which data they will use while establishing the relevant model. At the end of this process, financial institutions will be able to establish healthier models by integrating and using more accurate and consistent market data into their databases, if necessary. This research will provide a successful trend model with meaningful explanatory variables for business card-like products for future works.