Marketing behaviors analysis in a mobile wallet solution using data mining

Abstract

Nowadays, mobile wallets are widely used for payments. However, these applications have great potential to offer new services for the consumers, such as the presentation of marketing campaigns based on the consumers' preferences. On this paper is presented a data mining study for a novel mobile wallet ecosystem, where the behaviors and preferences of the consumers are analyzed in order to create targeted marketing campaigns through their mobile wallets. The CRISP-DM methodology was used to perform the data mining studies.