This document analyzes customer data to develop marketing strategies for a trust fund department. It finds that customers are concentrated on the West and East coasts of the US, with many in California, New York, New Jersey, Florida and Texas. They tend to be married professionals with families who own homes and enjoy luxury lifestyles with activities like travel, dining out and gardening. The document recommends diversifying products, using premium pricing, leveraging resources in major cities, and launching lifestyle-focused campaigns targeting different generational segments.

1. Zupeng Deng/ Benita Vaz / Limai Wu/ Siting Zhang
Team 6

2. Business Objective

3. Key
Finding
01
Geographic
➢ CA consists of maximum percentage of our
customers at 37.34% followed by NY
(10.63%), NJ (6.62%), FL (5.10%) and TX
(4.22%)
02
03
04
Demographic
➢ Bigger families with children
➢ Completed college Education
➢ Professionals/Technical and clerical
Home-ownership
➢ 92% of customers are home-owners
Lifestyle
➢ Luxury lifestyle
➢ Higher inclination to outdoor activities,
gardening, family activities, dining
➢ Travel for business as well as leisure

4. Customer
Analysis

5. Concentration in industrial cities
Leverage marketing budget in Houston, CA, Chicago.
•Highest number of customers (>450) belong
to comparatively crowded industrial cities
• Houston
• Los Angeles
• Brooklyn
• San Francisco
• Chicago
• San Jose

6. Married well settled professionals
• In comparison with the
population, a higher
number of our customers
are married.
• Design a new marriage
trust and promote its
benefits. For example,
rich people can avoid
certain amount of tax by
building trust fund for
their spouses.
Additionally, the marriage
trust can reduce the
divorce conflicts on
property by designing
related articles.
• In comparison with the
population, a higher
number of our customers
are Professionals either
working in the
Management cadre or
medical services or self-
employed.

7. Higher probability of home-ownership
92% of customers are home-owners or probable owner
• Comparing with
population, our
current customers are
more likely to own a
home.
• Trust fund
departments can
provide a bundle trust
and house especially
in California area,
where earthquake is
frequent. ???

8. High-end luxury and healthy lifestyle
Gourmet Cooking, Health/natural Foods, Wines, Fashion Clothing, Home Décor, Etc.
• The customers who have bought
trust are tend to live a luxury
lifestyle. They are more into
gourmet cooking, organic foods and
high-end wines. They also have
high standard on aesthetics for
clothing and home décor.
Moreover, they enjoy outdoor
activities.
• Trust fund department can offer 1-
on-1 customized high-end service
as the complement of trust product.
Moreover, banks can collaborate
with outdoor or fitness clubs to offer
customers free club memberships.

9. High interest in recreational activities
Interested in family actives and gardening
Trust fund customers value
family activities and gardening
more than the population do.

10. Travel for business as well as leisure
Our customers travel a lot. Trust fund can
corporate with airline alliance to give
more mileage points to customers.

11. Segment
Analysis

12. Customer Segment
High-flyers
• Commonly known as Generation X (Age group 36-51)
• Bigger families Health freaks
• Family oriented
Dynamos
• Commonly known as Millennial (18-35)
• Smaller families
• Career focused

13. Strategic
Recommendation

14. ❖ Product
❖Diversify product offering - marriage trust fund
❖ Price
❖ Premium pricing strategies
❖ Placement
❖ Leverage resource in Houston, Los Angeles, Brooklyn, San Francisco, Chicago.
❖ Promotion
❖ “Live Life” campaign for highflyers
❖ “Dwell safe” campaign for dynamos

15. Membership Benefits
• Free Club Celebrity Membership
• Fitness centers, Outdoor sports,
weekend getaways
• Social Events with other Members
• Family get-togethers
• Global Travel Opportunities and Discounts
• Travel Certificates, gift-coupons
Marketing Campaign – “Live Life”
Targeting Highflyers generation X- “Because you deserve to enjoy“

16. ❖ Bundling home insurance and trusts
As more people become educated about estate
planning, trusts become an attractive option for
homeowners interested in passing along their homes
and other property to loved ones and heirs without
subjecting them to the public, expensive, and time-
consuming probate process.
Marketing Campaign – “Dwell safe”
Targeting dynamos – Assured and Insured for life

17. Appendix

18. Cluster Analysis
marital_status num_of_children child7_9 child10_11 child13_18
1 1.694289 1.463078 1.067115 1.088119 1.076633
2 1.911861 4.022125 1.635473 1.640189 1.281103
great_outdoors health_fitness luxury_life gardening family
1 1.486052 1.562028 1.496882 1.583361 1.486872
2 1.644178 1.761697 1.637287 1.776569 1.797606

19. R code
Part A Data cleaning

20. R code
Part A Data cleaning

21. R code
Part B Cluster Analysis