Análise de sobrevivência: uma visão de risco comportamental na utilização de cartão de crédito

Abstract

Through the use of statistical techniques, this paper aims to present the behavior of credit card consumers, as well as to add value to the process of strategical marketing in a financial institution. For doing so, we present methodologies based on the techniques of logistical regression and survival analysis. Such tools are capable of foreseeing the behavior of customers, and thus focus on certain strategies in order to place resources that may hinder their migration to other financial institutions. The use of survival analysis methods makes it possible to analyze which variant presents evidence of customer migration; the logistical regression technique will be used in order to compare and validate the models hereby proposed, besides showing whether there are other variants that also demonstrate the closing of credit card accounts by the customers.