Bank Direct Marketing Based on Neural Network and C 5 . 0 Models

392 Abstract— All bank marketing campaigns are dependent on customers’ huge electronic data. The size of these data source is impossible for a human analyst to come up with interesting information that will help in the decision-making process. Data mining models are completely helping in performance of these campaigns. This paper introduces applications of recent and important models of data mining; Multilayer perceptron neural network (MLPNN) and Ross Quinlan new decision tree model (C5.0). The objective is to examine the performance of MLPNN and C5.0 models on a real-world data of bank deposit subscription. The purpose is increasing the campaign effectiveness by identifying the main characteristics that affect a success (the deposit subscribed by the client) based on MLPNN and C5.0. The experimental results demonstrate, with higher accuracies, the success of these models in predicting the best campaign contact with the clients for subscribing deposit. The performances are measured by three statistical measures; classification accuracy, sensitivity, and specificity.