Facilitating Customers towards Product Subscription in Fin-Tech Application through Behavioural Analysis

Natarajan, Lakshmiraj (2023) Facilitating Customers towards Product Subscription in Fin-Tech Application through Behavioural Analysis. Masters thesis, Dublin, National College of Ireland.

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Abstract

In the current scenario of financial technology as a business aspect predicting customer behavior plays a key role in effective marketing of their premium services. This research aims to identify the premium subscribers on the basis of the user behavior of the financial technology application with a specific concern of user who has an interest but have financial constraints. The idea for this research will help in building the business strategy for premium subscription promotion by utilizing optimal advertising resources and also ethically extending the promotions to the respective circle of users. The primary contribution of this research involves the development and implementation of a machine learning model built by using neural network algorithms to discover the patterns in behavioral aspects of the user which shows their willingness to subscribe the premium services of the application. The built model achieves an accuracy rate of 78.5 % which shows how the behavioral data is analyzed and provides valuable insights to analyics within the financial technology industry. The findings from this research will provide a base for the marketing campaign depending on the data driven environment and enables the financial technology sector to focus their key resources towards the user shows their willingness towards the premium subscription. Although the model provides progressive further investigation needs to be taken to provide more values including incorporating more features to the dataset to support model progressiveness towards scalability and accuracy. Future works will address these areas to promote values to the fintech industry.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Basilio, Jorge UNSPECIFIED
Subjects:	Q Science > QA Mathematics > Electronic computers. Computer science T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HG Finance > Fintech T Technology > T Technology (General) > Information Technology > Fintech Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Machine learning
Divisions:	School of Computing > Master of Science in Data Analytics
Depositing User:	Ciara O'Brien
Date Deposited:	18 May 2025 14:42
Last Modified:	18 May 2025 14:42
URI:	https://norma.ncirl.ie/id/eprint/7576

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