Bank Marketing Campaign Analysis.pptx
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Bank Marketing Campaign Analysis
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Bank Marketing Campaign Analysis.pptx
- 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
- 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
- 10. 10 Customer Belongs to Which Age Groups ? Age Group: •26-40 •41-60
- 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