Application of natural language processing to segment clients in a collection company.
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Abstract
Portfolio collecting is highly demanded activity, driven by financial inclusion, digital transformation and data science. Collection companies invest in infrastructure and labour to be competitive and profitable, in a market swayed by significant economic and social changes.
Traditional marketing uses hard variables in order to get knowledge of the structure, characteristics and conditions from groups or individuals, the inclusion of soft variables to this process adds the formerly concelaled information, improving the analysis. Within this line, according to transactional analysis, there are three different ways from where and to where we relate to the world: parent, adult and child.
The behaviors, thoughts, feelings, and emotions that are expressed in each of these states are called "ego states." The use of these tools at a business level is favored by the evolution of neuromarketing and the development of computational techniques to synthesize cognitive processes, these are called Artificial Intelligence (AI).
Thus, this research hyphotesis proposes to answer whether the a priori identification of the ego states allows to differentiate the parent, adult and child relationship patterns, using AI, and suggests to use these soft variables for segmentation of past due portfolio.
Using Python for Natural Language Processing (NLP) and logistic regression to clarify the relationships between segmentation and payment behavior. The results obtained revealed the existence of such patterns and their acceptance throughly, additionally they put forward the bases for the design of effective strategies in modern collection management.
Key words: customer segmentation, debt collection, soft variables, buyer persona, artificial intelligence
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Marco Santiago Jácome-Jara , Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0002-1243-2367?lang=es
I was born in Chimbacalle, one of the traditional neighborhoods in Quito. Juan Pio Montúfar was my highschool after which I did my college degree at Politécnica Nacional where I graduated as Matematical Ingeneer. Currently I´m studying my master degree in Digital Marketing. I have more than 20 years of experience creating value for financial and telecomunications services companies. My main interests are politics, philosophy and mathematics. At present, I develop software based on AI for business.
Mario Ernesto Cevallos-Campoverde , Pontificia Universidad Católica del Ecuador Sede Manabí - Ecuador
https://orcid.org/0000-0001-8381-9326
Master’s in Planning and Strategic Management, Bachelor of Advertising, with 17 years of experience, manager of Lasintec, a consulting company in business development and growth, university professor,
government Employee, performer of activities in financial and administrative management, planning advice, technical analysis of public hiring administration and human talent. For the private sector, the exercise has focused on carrying out activities as a consultant in business development and growth, marketing strategies, commercials, advertising, electronic commerce, innovation, technology implementation and franchise expansion.
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