Term deposits are a major source of income for a bank. A term deposit is a cash investment held at a financial institution. Your money is invested for an agreed rate of interest over a fixed amount of time, or term. The bank has various outreach plans to sell term deposits to their customers such as email marketing, advertisements, telephonic marketing, and digital marketing.
Telephonic marketing campaigns still remain one of the most effective way to reach out to people. However, they require huge investment as large call centers are hired to actually execute these campaigns. Hence, it is crucial to identify the customers most likely to convert beforehand so that they can be specifically targeted via call. The data is related to direct marketing campaigns (phone calls) of a Portuguese banking institution.
To build a model that predicts if the client will subscribe to a term deposit or not
- To determine whether having a housing loan affected whether a client subscribed to a term deposit or not.
- To find out if having a Personal loan affected whether a client subscribed to a term deposit or not.
- To determine if a previous campaign success led to current campaign success to term deposit subscription.
- To determine whether having credit on default affects term deposit subscription.
- To determine if Multiple calls(campaign) contact led to a term deposit or not.
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Define the question, the metric for success, the context, experimental design taken and the appropriateness of the available data to answer the given question.
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Find and deal with outliers, anomalies, and missing data within the data set.
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Perform EDA
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Building a model to predict if a client will subscribe to a term deposit or not ( best model should have a Balanced Accuracy score above 80)
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From our insights provide a conclusion and recommendation.
Data source: {https://www.kaggle.com/code/bestyajesh/marketing-target-statistical-learning-with-r/data}