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  • https://doi.org/10.1109/isssc66652.2025.11388068Copy DOI Icon

Optimizing Bank Marketing Using Machine Learning and Predictive Models

  • Nov 6, 2025
  • A Panda +5 more
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Abstract

Optimizing the bank marketing strategy is major area of concern for the economic growth of many financial companies. In this paper, a study on the performance of different machine learning models considering multiple metrics for banking systems has been performed. In particular, the results of the study predict that the attitudes of the customers vary according to multiple factors and marketing campaigns. The results suggest that LightGBM showed the best accuracy result of (90.66%), succeeded by Random Forest and SVM with (89.33%), Gradient Boosting, and another Adaboost with (89.38%), Logistic Regression with (90.15%), XGBoost(90.54%) and Decision Tree with (87.44%), and finally Naive Bayes with (85.08%). This data set includes some level of preprocessing to handle missing data, encode categorical variables, and perform feature engineering, which is likely to improve model performance. In terms of evaluation metrics, the accuracy and precision, recall and the F1 score were analyzed. The results indicate that ensemble models, particularly Random Forest and Gradient Boosting, yield the best overall performance.

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