This document provides guidelines and instructions for completing an assignment analyzing customer data from a bank. The assignment involves univariate, bivariate, and multivariate analysis of variables such as customer age, marital status, education, wealth, and their relationship to successful customer conversions. Key insights include that single customers, students/retired/unemployed, those under 20 or over 60, and high wealth customers had the highest subscription rates. Recommendations are to target these groups in future marketing campaigns.

1. ASSIGNMENT GUIDELINES
• Make the changes in the PPT as you solve the parts
• This file contains the template for the EDA part of the project.
• Check the instructions added in the note section of every slide for clarity.
• Don’t move around any image or text box
• If you require more/lesser elements, be careful when you copy/delete the existing ones.

2. ASSIGNMENT
Name: Rohit Banerjee
Problem Statement
Bank of Corporate conducted a telemarketing campaign for one of its financial products,
‘Term deposits’, to build a long-term relationship with the existing customers. Your goal is to
identify the target customers for the term deposits from the pool of the bank’s existing
customers. You should also capture the key driving factors (or driver variables) behind the
successful conversion of a customer, i.e., the customer opening a term deposit account with
the bank.
Assignment Objective
To identify the target customers and the driving factors behind a successful customer
conversion for future marketing campaigns.

3. PART I: Univariate Analysis
Variable under consideration:
Customer Age group distribution
Total Customer-45200
• Highest customer age group is between 30-39
Customer count- 18115
• Lowest customer count is between 10-19
Customer count- 46
46
5198
18115
11668
8425
1205 543
10-19 20-29 30-39 40-49 50-59 60-69 70+
T
otal
Total

4. PART I: Univariate Analysis
Variable under consideration:
Marital status distribution-
Highest distributed percentage 60%is for
Married
Lowest distributed percentage12%is for
Divorced
5256, 12%
27469,
60%
12891,
28%
Marital Status Distribution
divorced
married
single

5. PART I: Univariate Analysis
Variable under consideration:
Job mix in customer-
Majority of the customer works ablue collar
Job
Total count- 9833 (21.7
%
)
Minority of the customer is student
Total count- 935 (
2
%
)
5214
9833
1510
1251
9535
2249
1592
4215
935
7674
1313
295
0 2000 4000 6000 8000 10000 12000
admin
blue-collar
entrepreneur
housemaid
management
retired
self-employed
services
student
technician
unemployed
unknown
Job Distribution
Total

6. PART I: Univariate Analysis
Variable under consideration:
Educational Status Distribution-
Majority of the customers have pursued
Master’s degree- 23418
Minority of the customer have pursued
Bachelor’s degree- 6914
6914
13407
23418
1877
0 5000 10000 15000 20000 25000
bachelors
Doctorate
masters
unknown
Educational Status
bachelors
Doctorate
masters
unknown

7. PART I: Univariate Analysis
Variable under consideration:
We have divided total customer segment-
High- Ifthe customer hasmore than 71187.5 Rs
in account then the customer falls under high category
Medium- Ifthe customer hasmore than 22300Rs in
Account then the customer falls undermedium category
Low- Ifthe customer hasless than 22300Rs in the
Account then the customer falls underlow category 11300
22590
11310
0 5000 10000 15000 20000 25000
High
Low
Middle
Cash Balance Status
Total

8. PART I: Univariate Analysis
Variable under consideration:
Housing loan status-
25438 people took housing loan
20180 people didn’t take housing loan
Personal Loan Status-
7332 people took personal loan
38284 people didn’t take personal loan
Housing Loan Status
20180 no
25436 yes
Personal Loan
Status
7332
no
yes
38284

9. PART II: Bivariate Analysis
Variables under consideration:
Subscription percentage in marital status-
NormalSubscription percentage- 11%
Single has the highest subscription percentage- 15%
Married has the lowest subscription percentage- 10%
Among all 3 category Single has highest successful outcome
of 4
%while average is 3%
30%
20%
10%
0%
40%
50%
60%
70%
80%
90%
100%
divorced married single
Marital status subscription
percentage
yes
no
NA

10. PART II: Bivariate Analysis
Variables under consideration:
Subscription status in different jobs-
Job diffrentiation and subscription
Student has highest subscription rate- 28%
Retired has second highest subscription
rate- 22%
Unemployed has third highest subscription rate-
15%
100%
90%
80%
70%
60%
Blue collar hasthe lowest subscription rate- 7
%
50%
40%
yes
no
30%
20%
NA
10%
0%

11. PART II: Bivariate Analysis
Variables under consideration:
Subscription Percentage in different age brackets-
Among all the age groups following are top 3 category
with highest subscription percentage-
Above 70- 42%
10-19- 39%
60-69- 29%
Lowest-
40-59- 9
%
Highest response rate-
Above 70 & 10-19- 15%
Lowest- 40-59- 2
%
310 227
841 351
7564 770
10502 1038
16063 1878
4264 880
28 18
0% 20% 40% 60% 80% 100%
10-19
20-25
94
30-13794
40-41928
50-591
60-69
13
70+6
Age group and subscription distribution
NA
no
yes

12. PART II: Bivariate Analysis
Weal th and subs cription di stribution
Variables under consideration:
Middle
Relation between subscription and wealth-
NA
Low
Highest subscription rate is for high wealth people- 16% no
yes
Lowest subscription rate is for low wealth people- 9%
High
0% 20% 40% 60% 80% 100%
Distribution of successful outcome in the mode of contact-
Cellular-45%
Telephone-54%
Mode of contact
Cellular Telephone

13. PART II: Bivariate Analysis
Variables under consideration:
Successful outcome trend has aspike infirst 15 days
of the month
Last 15 days of the month has alower spike
Successful outcome trend has aspike inlast 4 months
In ayear
First 4 months has alower spike
14%
12%
10%
8%
6%
4%
2%
0%
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031
Trend of succesful outcome in a
month
0%
5%
10%
15%
20%
30%
25%
Successful response rate trend monthly

14. PART III:Major insights
• Recommendations
• Management should single people for
upcoming marketing campaign
• Management should target Students, retired
and unemployed people
• Management should target people below 20
and above 60
• Management should target High wealth
category people and avoid Low wealth
category people
• Medium for contactingpeople should be-
Cellular or Telephone
• Management should contact customers in
first 15 days in amonth and last 4 months in
ayear
• Corresponding insights
• Single has the highest subscription percentage-
15%
• Subscription rate – 28%,22%,15%
• Subscription rate Above 70- 42%10-19-
39%60-69- 29%
• Subscription rate- High (16%), Low (
9%)
• Contribution in successful outcome- Cellular
(45%), Telephone (54%)
• First 15 days in a month and Last 4 months
in ayear hashigher successful outcome
trend