ASSIGNMENT

Name: Bramhaiah B Reddy

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. These
campaigns need to be cost efficient such that the bank not only increases their overall
revenues but also the total profit.

Assignment Objective
To identify the target customers and the driving factors behind the successful conversion of a
customer and optimize future marketing campaigns.
 PART I : Univariate Analysis
Marketing Campaign Optimization
Variable under consideration: Age of the Account Holders
 PART I : Univariate Analysis
Marketing Campaign Optimisation
Variable under consideration: Call Duration of Customers
 PART I : Univariate Analysis
Marketing Campaign Optimisation
Variable under consideration: Education
Education
3000

2500

2000

1500
Total

1000

500

0
bachelors Doctorate masters
 PART I : Univariate Analysis
Marketing Campaign Optimisation
Variable under consideration: Marital Status
Marital Status
3000

2500

2000

1500
Total

1000

500

0
divorced married single
 PART II : Bivariate Analysis
Marketing Campaign Optimisation
Variables under consideration: Call Duration Vs Last Contacted
 PART II : Bivariate Analysis
Marketing Campaign Optimisation
Variables under consideration: Age Vs Job
 PART II : Bivariate Analysis
Marketing Campaign Optimisation
Variables under consideration: Age Vs Education
 PART II : Bivariate Analysis
Marketing Campaign Optimisation
Variables under consideration: Education Vs Call Duration
 PART III: Major insights
Marketing Campaign Optimisation

1. The Average Call Duration for Each Successful Term Deposit is 10 mins ,so the cost is 100Rs for Each Conversion
2. The Segment with Masters and Married have highest Conversion Rates hence this segment could be targeted
3. To Get the Maximum Profit Bank should consider the segment of Masters and Married with approx. 1200 calls to get the conversion
of 120 Term deposits.