MIS 6309Group 3Business Intelligence Project Final
MIS 6309-Group 3
Business Intelligence Project Final Report
GROUP-3
Anureet Bawa
Kavya Nagarajan
Koundinya Behara
Manas Sharma
Santosh Shabadu
1
MIS 6309-Group 3
2
DATA MINING PROJECT on a
BANK’s TELE-MARKETING CAMPAIGN
INTRODUCTION
Due to recent global financial crises, financial markets were hit by negative market sentiment and led to a huge slump in investments in international markets. Banks were the most affected institutions during these crises. This situation posed a challenge to banking sector, which led to diversion of their business from international markets to internal client searching for optimal ways to generate more revenue. This needed knowledge about clients’ behavior towards deposits. They needed a marketing strategy to increase their funds by attracting more deposits from existing as well as new clients. One such marketing strategy is adopting a Tele-marketing campaign and taking vital business decisions from the results of the campaign to increase the deposit subscription rate and generate profits.
Of course, this involves investment in running the campaign and if not properly administered would affect the cost structure of the bank. However, proper data mining methods can be used to minimize the cost and perform a successful marketing campaign. This requires the knowledge of clients’response to Tele-Marketing campaigns. In this project we are going to address the same situation which a
Portuguese banking institution faced.
DATASET DESCRIPTION
The data which we are mining is related with direct marketing campaigns of a Portuguese banking institution. The marketing campaigns were based on phone calls. Often, more than one contact to the same client was required, in order to access if the product (bank term deposit) would be ('yes') or not
('no') subscribed. There are 20 input variables.
The classification goal is to predict if the client will subscribe (yes/no) a term deposit (variable y).
ATTRIBUTE INFORMATION
Variable
Age
Job
Marital
Business Intelligence Project Final Report
GROUP-3
Anureet Bawa
Kavya Nagarajan
Koundinya Behara
Manas Sharma
Santosh Shabadu
1
MIS 6309-Group 3
2
DATA MINING PROJECT on a
BANK’s TELE-MARKETING CAMPAIGN
INTRODUCTION
Due to recent global financial crises, financial markets were hit by negative market sentiment and led to a huge slump in investments in international markets. Banks were the most affected institutions during these crises. This situation posed a challenge to banking sector, which led to diversion of their business from international markets to internal client searching for optimal ways to generate more revenue. This needed knowledge about clients’ behavior towards deposits. They needed a marketing strategy to increase their funds by attracting more deposits from existing as well as new clients. One such marketing strategy is adopting a Tele-marketing campaign and taking vital business decisions from the results of the campaign to increase the deposit subscription rate and generate profits.
Of course, this involves investment in running the campaign and if not properly administered would affect the cost structure of the bank. However, proper data mining methods can be used to minimize the cost and perform a successful marketing campaign. This requires the knowledge of clients’response to Tele-Marketing campaigns. In this project we are going to address the same situation which a
Portuguese banking institution faced.
DATASET DESCRIPTION
The data which we are mining is related with direct marketing campaigns of a Portuguese banking institution. The marketing campaigns were based on phone calls. Often, more than one contact to the same client was required, in order to access if the product (bank term deposit) would be ('yes') or not
('no') subscribed. There are 20 input variables.
The classification goal is to predict if the client will subscribe (yes/no) a term deposit (variable y).
ATTRIBUTE INFORMATION
Variable
Age
Job
Marital