CEU Electronic Theses and Dissertations, 2019
| Author | Radics, Gábor Bálint |
|---|---|
| Title | User Behavior Analytics for Mortgage Lead Recognition |
| Summary | The project that is described in this document is an attempt to support achieving business goals with Machine Learning tools. The business goal in this case is to increase the visibility and usage of the mortgage installment calculator on a real estate listing web site and turn users into mortgage loan customers. The document starts with the business case and the desired outcome. Then it is followed by the description of the database and the time horizon, the variable definition and variable selection. Five models were developed and tested, the model prediction power was ranked by AUC, since we had a classification problem. At the end of the document, we describe how the best models were implemented and the summary of the results. The models overperformed the expectations, but the implementation did not bring the expected results. Unfortunately, the environment of the implementation didn’t match with the source of the data, i.e. we tried to model the behavior of the users of our web site, and we expected the users to be interested in our message when they were using other web sites. So, retargeting did not work in this case. The lesson is learnt. We could convince the decision makers to continue the project, but using other channels for implementation, namely our own web site, with the introduction of personalized web site based on user behavior. |
| Supervisor | Koren, Miklós |
| Department | Business School MSc |
| Full text | https://www.etd.ceu.edu/2019/radics_gabor.pdf |
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