{"id":294,"date":"2016-04-16T09:05:13","date_gmt":"2016-04-16T07:05:13","guid":{"rendered":"https:\/\/preblogs.deusto.es\/bigdata\/?p=294"},"modified":"2016-04-16T09:05:13","modified_gmt":"2016-04-16T07:05:13","slug":"el-uso-del-machine-learning-en-las-entidades-financieras","status":"publish","type":"post","link":"https:\/\/blogs.deusto.es\/bigdata\/el-uso-del-machine-learning-en-las-entidades-financieras\/","title":{"rendered":"El uso del Machine Learning en las entidades financieras"},"content":{"rendered":"<p style=\"text-align: justify;\">(Art\u00edculo de <a href=\"http:\/\/www.ingenieria.deusto.es\/cs\/Satellite\/ingenieria\/es\/facultad-ingenieria\/estudios-0\/estudios-ingenieria-formacion-continua\/programa-en-big-data-y-business-intelligence\/programa?idPest=1340055127443\" target=\"_blank\">nuestro profesor<\/a> Pedro G\u00f3mez Tejerina)<\/p>\n<p style=\"text-align: justify;\">Las entidades financieras han sido las pioneras tradicionalmente en utilizar el Data Mining y Machine Learning (ML). Y lo han <strong>aplicado<\/strong> principalmente en el<strong> n\u00facleo de su negocio, la financiaci\u00f3n<\/strong>. Cuando un cliente quiere solicitar un pr\u00e9stamo, el banco le solicita una determinada informaci\u00f3n (edad, estado civil, nivel de ingresos, domicilio, etc). En realidad el banco lo que ha hecho internamente ha sido <strong>analizar los datos hist\u00f3ricos de los pr\u00e9stamos<\/strong> que tiene concedidos e intentar determinar la probabidad de que un cliente con determinadas caracter\u00edsticas pueda impagar ese pr\u00e9stamo (a trav\u00e9s de modelos de Machine Learning). Es lo que se denomina un <strong>scoring<\/strong>, y es el <strong>primer requisito que requiere una entidad financiera para conceder un pr\u00e9stamo a un cliente<\/strong>, que pase ese modelo de scoring (es decir, que no tenga una gran probabilidad de impago seg\u00fan ese modelo estimado).<\/p>\n<p style=\"text-align: justify;\">Pero hay otras muchas otras \u00e1reas dentro de un banco donde se utiliza el ML. Ya <a href=\"https:\/\/blogs.deusto.es\/bigdata\/del-data-mining-al-big-data-en-el-mundo-del-marketing\/\" target=\"_blank\">comentamos en otro art\u00edculo<\/a>\u00a0c\u00f3mo\u00a0los departamentos de Marketing hacen un proceso similar para intentar <strong>predecir qu\u00e9 clientes podr\u00edan contratar en un futuro cercano un nuevo producto<\/strong>. Son los denominados modelos de propensi\u00f3n y la l\u00f3gica es parecida al caso anterior. Analizar los datos hist\u00f3ricos de contrataciones de productos para buscar clientes \u201csimilares\u201d a los que anteriormente ya contrataron esos productos. Los clientes m\u00e1s parecidos a los que en el pasado contrataron un producto son a priori los que m\u00e1s probabilidad tienen de contratarlos en el futuro. A <strong>esos ser\u00e1n a los siguientes a los que les ofrecer\u00e1n las ofertas comerciales.<\/strong><\/p>\n<p style=\"text-align: justify;\">Pero esto del ML tiene muchas m\u00e1s <strong>aplicaciones<\/strong> en una entidad financiera. Por ejemplo intentar <strong>detectar<\/strong> autom\u00e1ticamente <strong>operaciones<\/strong> (bien sean de tarjetas de cr\u00e9dito o transferencias) fraudulentas para evitar disgustos a sus clientes. O intentar <strong>predecir<\/strong> el <strong>uso<\/strong> en fin de semana de los <strong>cajeros<\/strong> autom\u00e1ticos de las oficinas para asegurarse de que no se quedan sin efectivo cuando los clientes vayan a retirarlo. O incluso <strong>a nivel organizativ<\/strong>o re-estructurar la localizaci\u00f3n de sus oficinas f\u00edsicas para atender mejor a sus clientes a trav\u00e9s del an\u00e1lisis de los datos de las visitas de los mismos a las oficinas. Y todo esto por no hablar de los motores de recomendaci\u00f3n de inversi\u00f3n, que analizan rentabilidades hist\u00f3ricas de los activos financieros para ofrecer recomendaciones de inversi\u00f3n personalizadas a los clientes seg\u00fan el apetito de riesgo que estos tengan.<\/p>\n<p style=\"text-align: justify;\">Todos estos ejemplos son tan s\u00f3lo una muestra de las aplicaciones que el mundo del Data Mining y Machine Learning tienen en una entidad financiera, pero como os pod\u00e9is imaginar, hay muchos m\u00e1s. La <strong>tendencia actual es enriquecer estos modelos con otro tipo de datos<\/strong> (redes sociales, Open Data, datos no estructurados\u2026) para mejorar su capacidad predictiva.<strong> Aqu\u00ed es donde entra en juego el Big Data.<\/strong><\/p>\n<figure style=\"width: 460px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/d3njjcbhbojbot.cloudfront.net\/api\/utilities\/v1\/imageproxy\/https:\/\/d15cw65ipctsrr.cloudfront.net\/cb\/5ae3762b23bc94f5300164670c182f\/CourseBannerImageOptionBlackGold.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"\" src=\"https:\/\/d3njjcbhbojbot.cloudfront.net\/api\/utilities\/v1\/imageproxy\/https:\/\/d15cw65ipctsrr.cloudfront.net\/cb\/5ae3762b23bc94f5300164670c182f\/CourseBannerImageOptionBlackGold.jpg\" alt=\"Fuente: https:\/\/www.coursera.org\/course\/compfinance\" width=\"460\" height=\"259\" \/><\/a><figcaption class=\"wp-caption-text\">Fuente: https:\/\/www.coursera.org\/course\/compfinance<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>(Art\u00edculo de nuestro profesor Pedro G\u00f3mez Tejerina) Las entidades financieras han sido las pioneras tradicionalmente en utilizar el Data Mining y Machine Learning (ML). Y lo han aplicado principalmente en el n\u00facleo de su negocio, la financiaci\u00f3n. Cuando un cliente quiere solicitar un pr\u00e9stamo, el banco le solicita una determinada informaci\u00f3n (edad, estado civil, nivel &hellip; <a href=\"https:\/\/blogs.deusto.es\/bigdata\/el-uso-del-machine-learning-en-las-entidades-financieras\/\" class=\"more-link\">Seguir leyendo <span class=\"screen-reader-text\">El uso del Machine Learning en las entidades financieras<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":136,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[208,2,3,38,19,207,39,102,4,48],"class_list":["post-294","post","type-post","status-publish","format-standard","hentry","category-sin-categoria","tag-banco","tag-big-data","tag-deusto","tag-finanzas","tag-machine-learning","tag-open-data","tag-pedro-gomez","tag-prediccion","tag-programa-big-data","tag-scoring"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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