Innovation in Customer Behavior Models: Adopting Optimization and Action Effect Modeling

Akbank has long been investing in data and analytics capabilities as a key strategy to derive market share. They recently used advanced optimization in their credit decisions to further leverage the bank's decision intelligence capabilities. As they adopt optimization tools and methodologies in-house through cross-training and collaborative engagements, the bank has been able to expand from credit card limit decisions into other areas. The next level of innovation in their journey is leveraging FICO's latest ability to perform action effect modeling alongside FICO® Decision Optimizer. This new feature is designed to enable business analysts to develop action effect models through comprehensive mining of historical data, and evaluation of variables' predictive power and action sensitivities, in a visual development environment.