Data Analytics: Bank Marketing Case Study Report

CASE STUDY REPORT on
DATA ANALYTICS:
BANK MARKETING

Contents:
1. INTRODUCTION
2. DATA
3. PROBLEM STATEMENT / OBJECTIVE
4. METHODS USED
5. ALGORITHM / MODELS
6. FEATURE ANALYSIS & SUGGESTIONS
7. CONCLUSION

1. Introduction
The Banks are available to provide the services and to generate revenue from them. With this
mindset, banks run different campaigns to sell or provide their services on lease. In this case study, we
are introducing the Portuguese Bank direct marketing campaign to sell their term deposits.
2. Data
The Data Set is the Portuguese Bank Marketing Data Set in the University of California, Irvine (UCI)
Machine Learning Repository at the following https://archive.ics.uci.edu/ml/datasets/Bank+Marketing.
The objective of this campaign is to pursue customers to subscribe to the term deposit. Also, the
marketing campaigns were based on phone calls.
This is an open source dataset so that the insights from this dataset could
improve future marketing campaigns for a Portuguese bank. We will discuss further the different attributes
from the dataset as follows:
Table 1: Features description of the dataset
Features Feature Description
Age Age of the customer
Job Type of job
Marital Marital status
Education Education Level
Default Has credit in default
Balance The balance of the customer
Housing Has housing loan?
Loan Has Personal Loan?
Contact Contact communication type
Day last contact day of the week
Month last contact month of the year
Duration last contact duration, in seconds
Campaign number of contacts performed
Pdays number of days that passed by after a previous campaign
Previous number of contacts performed before this campaign