Paper Information

Title:  THE ROLE OF BUSINESS INTELLIGENCE (BI) IN BANKING SERVICES MARKETING
Type: POSTER
Author(s): YAMINI Z.*,YAMINI S.
 
 *ALZAHRA UNIVERSITY
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Today, the service sector, especially banks and financial institutes, have seen a great range of changes and developments, that's due to daily-increasing need of clients to banking services. In this situation, clients expect more and faster services of banks. As a result of theses daily increasing expectations of clients and in order to maintain the existing clients and to attract new clients, a serious and hard competition has taken place in economical level, and due to these created pressures, banks have focused on marketing as their main task. Now, in this situation, it can be said that the process of decision and decision making is considered as the most sensible part of manager's job. The foresight of future needs and making effective decision is vital factor for any organization. Responsible managers 'intend to apply information technology towards close to reality predictions. So by evolving to information technology and using intelligent information system including business intelligence, they intend to create systems which take effective steps, by making effective decisions towards client's satisfaction and more profitability.

 
Keyword(s): BUSINESS INTELLIGENCE (BI), DATA MINING, DATABASE, OLAP, BANK MARKETING
 
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