Vol.8, No.3, August 2019.                                                                                                                                                                                ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333


TEM Journal



Association for Information Communication Technology Education and Science


Marketing Intelligence in the Era of Big Data


Shorouq F. Eletter, Tahira Yasmin, Ghaleb A. El Refae


© 2019 Shorouq F. Eletter, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)


Citation Information: TEM Journal. Volume 8, Issue 3, Pages 938-944, ISSN 2217-8309, DOI: 10.18421/TEM83-35, August 2019.


Received: 27 May 2019.

Revised:   04 August 2019.
Accepted: 10 August 2019.
Published:28 August 2019.




Telemarketing is a cost-effective instrument that offers products or services to customers through two-way and one-to-one communications over the phone. This research will use a real data collected from a Portuguese retail bank dataset during (May/ 2008 to June/ 2013) period, in order to sell long term deposits. The dataset comprises a total of 20 variables in a total of 41188 telephone contacts, and a binary (“yes” or “no”) response variable that describes whether or not the customer will purchase the long-term deposit. Logistic regression and Naïve base models are built for benchmarking. Based on the results, the predictive performance of the multilayer perceptron artificial neural networks is better than the other models.


Keywords – Big Data, Artificial neural network, Logistic regression, Naïve base, Receiver Operating Characteristic (ROC).



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