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FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 1
Finala Projecta Report
Decembera 16,2023
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 2
Introduction/a Problema area
Thea marketinga initiativesa bya businessesa takea intoa considerationa alla kindsa ofa customera preferencesa
whilea creatinga customera profiles.a Thea customera preferencesa givea ana insighta intoa theira likingsa anda
thea offeringsa thata theya willa probablya purchase.a
Ina thisa projecta wea considera dataa seta froma aa a banka whoa plansa toa introducea aa newa producta ina thea
marketa whicha isa calleda thea ‘Personala Equitya Plan.’a Thea banka engageda witha itsa customersa viaa
diversea communicationa channelsa soa thata thea newa producta coulda bea sold.Thea banka wansa toa
identifya thea factorsa thata drivea thea salea ofa newa product.Wea setupa hypothesesa anda determinea
relationsa betweena variousa variablesa .Wea shalla bea usinga Ra programminga languagea fora oura
analysisa whicha isa ana opena sourcea anda availablea online.
Hypotheses
Thea maina hypothesesa wea area testinga ina thisa a analysisa are:
a ‘Personala Equitya Plan’a anda thea typea ofa customera banka accounta havea aa directa relation
Gender,a marriage,a car,a loan,a region,a numbera ofa kids,a etc.,a havea aa directa impacta ona thea
purchasea ofa thea ‘Personala Equitya Plan’a offeringa a a
Dataa Load
Fora conductinga thea in-deptha analysis,a dataa hasa beena gathereda froma GitHub’sa WEKAa Learninga
databasea (Bluenex,a 2021).a
Thea dataa wasa loadeda ina thea variablea bank,a anda ita wasa reada ina thea forma ofa thea csva file.a Thea
read.csva commanda wasa useda fora thisa purpose.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 3
banka <-a read.csv(file="bank-data.csv",a head=TRUE,a sep=",")a
Descriptiona ofa data
Ina thea marketinga context,a banka dataa seta isa considereda toa bea highlya beneficiala fora marketinga
departmentsa ofa varyinga financiala institutions.a Ita isa essentiala toa maintaina alla thea relevanta customera
recordsa startinga froma theira demographicsa toa thea numbera ofa accountsa thata theya hold.a Whena aa newa
offeringa isa introduceda bya aa financiala institutiona ina thea market,a thea availabilitya ofa banka dataa cana
assista ina determininga thea responsea ofa thea customers,a includinga thea onesa whoa purchasea thea newa
producta (Bluenex,a 2021).a Thea informationa cana helpa toa uncovera meaninga relatinga toa howa
consumersa behavea ina thea contexta ofa thea newa product.a Baseda ona thea pasta experiencea ofa thea
financiala institution,a thea managersa cana ascertaina howa toa deploya appropriatea dataa mininga
approachesa anda techniquesa thata cana helpa ina creatinga propera customera profilea models.a Aa diversea
rangea ofa fieldsa isa integrateda intoa banka data,a sucha asa id,a gender,a age,a incomea level,a region,a maritala
status,a car,a children,a mortgage,a thea typea ofa accounta anda PEP.a
Thea detaileda customera recordsa cana bea useda bya thea marketinga departmentsa ofa banksa fora thea
purposea ofa acquiringa potentiala customers.a Thea dataa cana helpa thea financiala institutiona toa targeta
potentiala customers.a Thea fundamentala aima ofa utilizinga banka dataa isa toa determinea whethera aa
customera isa likelya toa bea interesteda ina availinga aa specifica financiala producta ora not.a Thea financiala
producta typicallya encompassesa thea terma depositsa ofa banks.a
Agea a Thea ’age’a fielda capturesa thea agea ofa customersa ina numericala form.a Ita isa vitala informationa
thata cana bea useda bya thea marketinga department.a Fora instance,a ifa thea customera isa belowa 65a years,a
therea isa aa higha possibilitya thata hea ora shea willa choosea terma deposits.a Ona thea contrary,a ifa aa
customera isa overa 65a years,a hea isa unlikelya toa choosea terma deposits.a Thea agea ofa customersa cana alsoa
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 4
enablea financiala institutionsa toa makea thea decisiona ona whethera lifea insurancea plansa ora retirementa
plansa cana bea offereda toa elderlya customers.a influencea a a a
Regiona a Thea ‘region’a fielda informsa thea marketinga departmenta abouta thea locationa ina whicha thea
customersa staya asa wella asa theira livinga conditions.a Baseda ona locationa ina whicha theya residea i.e.,a
rurala regionsa ora urbana regions,a financiala institutionsa anda banksa cana offera relevanta anda suitablea
financiala productsa anda servicesa toa potentiala customers.a a a
Incomea levela a Thea incomea levela ofa thea customers,a isa anothera vitala fielda thata cana givea thea
marketinga departmenta ofa banksa valuablea insights.a Ita basicallya givesa aa glimpsea intoa thea financiala
healtha anda positiona ofa thea customers.a Thea informationa cana enablea thea marketinga departmenta ofa
banksa toa ascertaina thea suitablea financiala offeringsa thata cana bea madea fora consumers.a Thea
informationa cana helpa banksa toa fulfilla thea needsa ofa consumersa whilea meetinga theira businessa goalsa
anda objectives.a Thus,a aa win-wina situationa cana bea created.a Thea levela ofa incomea ofa thea customersa
cana helpa banksa toa ascertaina whethera aa customera isa ina needa ofa loana productsa ora not.a
Maritala statusa anda childrena a Detailsa pertaininga toa maritala statusa anda thea numbera ofa childrena
thata aa marrieda couplea hasa isa ana importanta fielda thata cana bea useda bya thea marketinga departmenta ofa
banks.a Fora example,a thea possibilitya ofa marrieda customersa purchasinga financiala products,a sucha asa
insurancea products,a isa highera asa compareda toa unmarrieda customers.a Thisa isa becausea theya maya
purchasea thea financiala offeringsa fora theira spousesa ora fora theira children.a Bya knowinga whethera
banka customersa area marrieda ora not,a ita isa possiblea fora financiala institutionsa toa understanda theira
needsa ina aa bettera waya anda offera thea righta kinda ofa productsa anda servicesa thata cana satisfya theira
needs.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 5
Accounta typea anda thea numbera ofa accountsa a Marketinga departmentsa ofa financiala institutionsa
cana alsoa derivea richa insightsa froma detailsa sucha asa thea accounta detailsa ofa theira customers.a
Typically,a individualsa whoa worka asa professionalsa maintaina savingsa accounts.a Ona thea othera hand,a
individualsa whoa area intoa businessa maintaina currenta accountsa (Banka Marketinga Dataa Set,a 2019).a
Baseda ona accounta details,a marketinga departmentsa area ablea toa geta ana insighta intoa thea financiala
statusa ofa theira customers.a Ita cana helpa toa makea suitablea offeringsa toa them.a Fora example,a ina casea aa
customera ownsa aa car,a aa banka cana offera hima vehiclea insurance.a
Eacha ofa thea fieldsa relatinga toa thea banka seta givesa valuablea insighta asa wella asa information.a Thea
informationa cana bea useda bya banksa anda financiala institutionsa toa makea thea besta offersa toa thea
customersa anda fulfilla theira unfulfilleda needsa anda wants.a Ina thea captureda dataset,a therea area aa totala
ofa 600a observationsa anda 12a variables:
id,a age,a sex,a region,a income,a married,a children,a car,a save_act,a current_act,a mortgagea anda PEPa
(dependenta variable).
a
Froma thea availablea data,a ita cana bea observeda thata thea income,a age,a anda thea numbera ofa childrena
categoriesa area ina numericala form.a Thea othera elementsa area factora variables.a Thea summarya
commanda wasa runa toa checka thea summarya fora thea dataa set.a Therea isa aa balancea betweena malesa anda
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 6
females.a Aa considerablea numbera ofa customersa havea respondeda ‘No’a fora thea newa PEPa product.a
Furthermore,a ita cana alsoa bea observeda thata aa largea numbera ofa respondentsa area married.
a a
Preprocessinga ofa dataa
Ina thea dataa analysisa process,a preprocessinga ofa dataa isa aa vitala component.a Thisa activitya musta bea
carrieda outa sincea ita cana helpa toa eliminatea irrelevanta variables.a Ita cana alsoa helpa toa processa thea
variablesa thata area missing.a Initially,a thea ida variablea wasa removeda sincea ita wasa justa beinga useda fora
identifyinga thea customersa ofa thea bank.a Ita dida nota servea anya purposea ina thea dataa analysisa processa
anda soa ita wasa removed.a
banka <-a bank[,-1]
Aa summarya commanda hada beena runa ata ana earliera stagea ina thea dataa descriptiona section.a Noa
missinga valuesa (NA)a werea found.a Aa boxa plota highlightinga incomea ina relationa toa thea PEPa
variablea hasa beena constructed.a Ita cana bea observeda thata therea exista aa fewa pointsa belonginga toa
thea ‘No’a category,a anda theya area abovea IQR.a Buta whena thea incomea boxa plota hasa beena
constructeda alone,a ita cana bea observeda thata therea exista noa outliers.a Thea incomea valuesa thata acta
asa outliersa havea beena removed.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 7
Ina thea nexta stagea ofa dataa analysis,a thea outliersa ina thea agea categorya werea checked,a anda ita wasa
identifieda thata therea werea noa outliers.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 8
Thea numerica variablesa werea furthera discretizeda soa thata thea aprioria algorithma coulda bea useda fora
thea analysisa process.a
Inferences
Ina thea specifica studya context,exploratorya analysisa hasa helpeda toa geta valuablea insightsa relatinga toa
thea variablesa anda locatea vitala associationsa betweena them.
Initially,a thea grapha relatinga toa agea versusa thea numbera ofa customersa wasa thoroughlya checked.a Thea
chiefa observationa thata wasa madea wasa thata thea agea ofa thea customersa wasa evenlya distributeda
(Bedforda &a Malmi,a 2015).a
a
Thea associationa betweena gendera anda regiona wasa alsoa checkeda witha respecta toa thea ‘Personala
Equitya Plan’a loana producta thata wasa beinga offereda bya thea bank.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 9
Ita hasa beena identifieda thata gendera doesa nota havea anya kinda ofa impacta ona thea preferencea relatinga toa
thea newa PEPa product.a Furthermore,a ita hasa alsoa beena revealeda thata ina thea suburbana region,a overa
50a %a ofa individualsa whoa hada beena approacheda showeda aa positivea responsea towardsa thea purchasea
ofa thea newa PEPa product.a
Whilea checkinga thea relationshipa betweena thea typea ofa accounta (savingsa ora current)a toa purchasea
PEP,a ita wasa founda thata therea existeda noa association.a Buta customersa witha aa savingsa ora currenta
accounta havea takena PEPa asa compareda toa individualsa whoa doa nota havea sucha accounts.
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 10
Thea associationa betweena cara anda PEPa purchasinga intentiona wasa identified.a Thea associationa
betweena thea childrena numbera anda purchasinga PEPa wasa ascertained.a Ita hasa beena ascertaineda thata
owninga aa cara doesa nota impacta thea decisiona toa purchasea PEP.a Ina regardsa toa children,a familiesa witha
noa childrena ora 1a childa area morea likelya toa buya PEPa asa compareda toa familiesa witha 2a ora morea kids.a a
Thea effecta ofa incomea ona thea purchasea ofa thea PEPa producta hasa alsoa beena ascertained.a Ita cana bea
observeda thata fora familiesa witha lowera income,a therea existsa noa interlinea betweena theira incomea anda
intentiona toa purchasea PEP.a Buta asa incomea rises,a thea intentiona toa purchasea PEPa alsoa increases.a
Duringa preprocessinga ofa data,a ita wasa identifieda thata highera agea anda incomea area associateda witha
highera purchasea intentiona ofa PEP.
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 11
Thea associationa betweena marrieda statusa anda PEPa purchasea showsa thata 50a %a ofa unmarrieda
customersa purchaseda PEP,a whereasa lessa thana 50a %a ofa marrieda customersa purchaseda PEP.
Thea associationa betweena thea numbera ofa kidsa anda PEPa purchasea intentiona showna belowa showsa
thata whena thea numbera ofa childrena isa one,a customersa buya PEPa asa ita isa considereda ana investment.a
Buta whena thea numbera ofa childrena increases,a thea intentiona toa buya PEPa diminishes.a
FINALa PROJECTa a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 12
References
Bluenex.a (2021).a WekaLearningDataset/bank-data.csva ata mastera ·a bluenex/wekalearningdataset.a
GitHub.a Retrieveda Decembera 16,a 2022,a froma
https://github.com/bluenex/WekaLearningDataset/blob/master/bank/bank-data.csva
a
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