Bank Data Analysis

TABLE OF CONTENTS

1. Introduction 2

2. Data Set Description 4

2.1 Description of data set 4

2.2 Description of attributes of the data set 4

2.3 Nature of rows 5 5

3. Analysis 6

4.1 Association Analysis 6

3.1.1 Finding candidates for term deposit subscription 6

3.1.2 Rules’ Analysis 8

3.2 Classification Technique Using Decision Tree 10

3.2.1Creating Training Data Set 10

3.2.2 Creating Testing Data Set 10

3.2.3 Creating Training Model 10

3.2.4 Cross Validation of the model created 12

3.2.5 Explanation of the pruned model 14

3.2.6 Applying pruned training model on Testing Data Set 14

3.3 Logistic Regression 16

3.3.1 Data Preparation 16

3.3.2 Scatter Plots 19

4. References 20

I. Introduction

In this competitive era, marketing has become one of the prime concerns of every business including the banking industry. Bank marketing primarily aims at providing services to satisfy customer's financial needs through its products and offerings. Thus, it is necessary for banks to have a highly effective Research and Market Intelligence team which helps ensure customer satisfaction, marketing effectiveness and continuous growth.

Problem Description

It is essential for banks to find more opportunities to reach out to their existing customers and acquire new ones. Communicating and reaching out to the target audience through advertising campaigns and direct selling, promotion and product placement also play an important role. This project uses data mining techniques to ensure these issues are addressed in a productive manner.

Approach to Solution

Two of the most popular marketing techniques are as follows:

a) Mass marketing - uses mass media (television, radio, broadcast messages, and newspapers) to reach to the target audience, although reaches larger customer base, the...