7503UNIDM - Data Analysis and Application Assignment - Liverpool John Moores University

Assignment Task

The assessment consists of two analytical tasks

Task 1

Based on the analysis from a number of marketing campaigns the bank performed, predict which of the existing clients are most likely to subscribe to a term deposit. The marketing campaigns were based on phone calls. Often, more than one contact with the same client was required. For this task, you are provided with two data files. The first one, MarketingCampaignsData.csv, includes information about:

• Various demographic information about customers – their age, job, marital status, and education.
• Customer account information – more specifically, the status of their current credit (default), information about their past mortgage (housing) and/or personal loan applications (loan), and the preferred mode of contact (mobile or landline).
• Details about specific marketing campaign – marketing campaign (there were five in total, 1 – 5), month and day of the week the customer was contacted, duration of the call (in seconds), and the contact outcome (success or failure, poutcome column).
• The last column (called y) tells if the customer has eventually subscribed to a term deposit ('yes') or not ('no').

Everything described above, with the exception of column y, is contained in the second file, ExistingCustomers.csv, which contains data about the bank's present clients. Using the information from the first file as a foundation, try to foresee which of the bank's present clients is most likely to sign up for a term deposit. Determine who will subscribe, explain which criteria are most crucial for forecasting client membership to a term deposit, and pick the optimal prediction technique before creating a prediction model. Give a thorough justification of your analytical strategy, including the workflow model's components. Describe the steps taken to obtain the most accurate predictions. Give a thorough rundown of the results and expound on your conclusions.

Task 2

Once you have established who is most likely to subscribe to a term deposit, explore if different types of subscribers exist. More specifically, establish how many segments of subscribers there are, profile and name the identified segments, and recommend a marketing strategy for each segment. As in the previous task, elaborate on your approach and your findings. Provide a link to your workflow model and files (be explicit in which file you have saved your clustering results).

After you have finished the two tasks, you should give advice on what the bank should do to increase its use of its bank term deposit service. Your recommendations must be connected to the insightsyou have generated and other outside sources (from research and/or practice), even though you are allowed to be creative. Please be aware that this report will be read by two different audiences. The bank's board of directors is the primary audience. They dislike complicated, long reports that take hours to read. They like simple, understandable info graphs with little to no text instead. They are willing to read up to three slides of an infographic. Place these in the executive summary so they won't have to search through your report to locate them.

The data analysis team at the bank is the second audience. They will read and examine your analytical methodology and conclusions in greater detail. In order for them to inspect your workflows, working files, and outputs, be thorough and accurate while also providing links to all of your models. When creating models, be sure to provide a rationale for your choices. Keep in mind that you do all of these studies to aid the bank in increasing term deposit product subscription.

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