Online banking: an analysis of online current accounts through the use of Data Mining

The development of the digitalisation of processes and service models has brought great changes in the banking system that in recent years has experienced a real technological revolution. If in the past the bank was the place where the customer went to manage their finances, now it is the bank that through computers and even more with smartphones enters in the homes of customers by determining a continuous relationship, always online. The goal of this study is to analyse, through data mining techniques, the variables that have greater impact on possession of an online current account to predict the number of people predisposed to the opening of this instrument. To analyse this, an online questionnaire containing questions of various kinds was submitted to a population sample, mainly about the use of the online bank account. On this basis, a dataset was created to perform different analysis, with various data mining techniques, through the use of SPSS Modeler and Add-In Excel. The results indicate that depending on the models generated, the significant and explanatory variables of the dependent variable Online current account are different. To day the construction of precise models has proved to be an excellent tool to support company decisions, allowing companies to identify new profit opportunities and to direct their resources and strategies towards a specific target group of people.