Research on Precision Marketing based on Big Data Analysis and Machine Learning:Case Study of Morocco

With the growth of Internet industry and informatization services, online services transactions have become mainstream method used by clients companies. How to attract potential customers keep up with Big Data era are important challenges issues for banking sector. development artificial intelligence machine learning, it has possible identify provide personalized recommendations based on transactional data realize precision marketing in banking. The current study aims a customer’s prediction algorithm (PCPA) predict using big analysis learning techniques. Our proposed methodology consists five stages: preprocessing, feature selection Grid search algorithm, splitting into two parts train test set ratio 80% 20% respectively, modeling, evaluations results confusion matrix. According obtained results, accuracy final model is highest (98,9%). dataset this research about been collected from Moroccan bank. It contains 6000 records, 14 predictor variables, one outcome variable.