Bank Marketing Campaign Analysis

1. Bank Marketing Campaign Analysis
Mohit

2. INTRODUCTION
The data is related with direct marketing campaigns of a Portuguese banking institution.
The marketing campaigns were based on phone calls.
2
Sources- Created by: Paulo Cortez (Univ. Minho) and Sérgio Moro (ISCTE-IUL) @ 2012

3. PRIMARY GOALS
Campaign
Performs
Better ?
Campaign
Was Effective
For Which
Type/Group
Of People
Anything In
Common
Which Did Not
Respond To A
Campaign
Well
Segmentation
Base on This
Analysis

4. Exploratory Data Analysis
Concat
• Train
• Test
Missing Value
• Not Present At First
Instance
• (unknown ‘, ‘-1’ )
Duplica
te
•Present
Statistica
l
Summary
Outlier
•Present
Skewness
•Log X
transformatio
n
Campaign
•Campaign 1
•Campaign 2
4
Feature
Engineering
Pattern Detecting
Via
Visualization

5. Inspection of DATASET
5
•Number of features in dataset : 17
•Number of Observations in dataset : 49730
Data Type Number
Numerical 6
Categorical 11
Age Job Marital Education Default Balance Housing Loan Contact Day Month Duration Campaign Pdays Previous Poutcome
Y
0 58
manage
ment
married tertiary no 2143 yes no unknown 5 may 261 1 -1 0 unknown no
1 44
technicia
n
single secondary no 29 yes no unknown 5 may 151 1 -1 0 unknown no
2 33
entrepre
neur
married secondary no 2 yes yes unknown 5 may 76 1 -1 0 unknown no
3 47
blue-
collar
married unknown no 1506 yes no unknown 5 may 92 1 -1 0 unknown no
4 33 unknown single unknown no 1 no no unknown 5 may 198 1 -1 0 unknown no

6. 20XX
PRESENTATION TITLE
6
Features

7. STATISTICAL OBSERVATION - Numerical
age balance duration campaign pdays previous
count 40690.0 40690.0 40690.0 40690.0 40690.0 40690.0
mean 41.0 1356.0 258.0 3.0 40.0 1.0
std 11.0 3049.0 257.0 3.0 100.0 2.0
min 18.0 -8019.0 0.0 1.0 -1.0 0.0
25% 33.0 73.0 103.0 1.0 -1.0 0.0
50% 39.0 449.0 180.0 2.0 -1.0 0.0
75% 48.0 1422.0 318.0 3.0 -1.0 0.0
max 95.0 102127.0 4918.0 63.0 854.0 275.0
7

8. STATISTICAL OBSERVATION - Categorical
20XX
PRESENTATION TITLE
8
Job Marital Education Default Housing Loan Contact Day Month Poutcome Y
count 40690 40690 40690 40690 40690 40690 40690 40690 40690 40690 40690
unique 12 3 4 2 2 2 3 31 12 4 2
top Blue-
collar
Married Secondary No Yes No Cellular 20 May Unknown No
freq 8786 24417 20896 39951 22571 34137 26389 2495 12368 33254 35922

9. 20XX
PRESENTATION TITLE
9

10. 10
Customer Belongs to Which Age Groups ?
Age Group:
•26-40
•41-60

11. Campaign Performs Better
11

12. AREAS OF Focus
12
Personal
Loan
House
Loan
Educatio
n
Job
Day
Month

13. Job
PRESENTATION TITLE
13
 Group - Yes
 HH
 Entrepreneur
 Unemployed
 Student​
 Group – No
 Service
 Retired
 Admin

14. Education
PRESENTATION TITLE
14
 Absence of secondary
education in
Campaign Two.​

15. Day
20XX
PRESENTATION TITLE
15
 ​8th and 14th day more
success Rate
 7th basically no.

16. Month
20XX
PRESENTATION TITLE
16
 Success Rate
 Feb , Nov
 Failed​
 Aug ,Jan

17. Is loan going to affect Subscription of Deposit ?
Housing Loan Personal Loan
20XX
PRESENTATION TITLE
17

18. SUMMARY
18
SEGMENT 1
• HH, Entrepreneur , Unemployed , Student​
• secondary education
• 8th and 14th day
• Feb , Nov
SEGMENT 2
• Service ,Retired , Admin
• 7th day
• Aug ,Jan
• No Housing loan
• Yes Personal Loan

19. THANK YOU