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  • AllLife Bank customer insights report highlights top variables for marketing campaigns

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    Francisco Guízar
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    The document analyzes customer insights data from AllLife Bank. It finds that the average customer age is 45, with ages ranging from 23 to 67. 42% of customers are undergrads. Advanced education customers are 2% higher than graduates. On average, 490 customers are singles, 432 have 2 family members, 336 have 3, and 407 have 4. Undergrad customers have higher incomes than customers with more education in some cases. 31% of customers have a mortgage ranging from $75,000 to $601,000. The decision tree model found income, credit card spending, education and family are the top 4 variables to use in a marketing campaign.

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    Personal Loan Campaign Modelling

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    The document analyzes customer insights data from AllLife Bank. It finds that the average customer age is 45, with ages ranging from 23 to 67. 42% of customers are undergrads. Advanced education customers are 2% higher than graduates. On average, 490 customers are singles, 432 have 2 family members, 336 have 3, and 407 have 4. Undergrad customers have higher incomes than customers with more education in some cases. 31% of customers have a mortgage ranging from $75,000 to $601,000. The decision tree model found income, credit card spending, education and family are the top 4 variables to use in a marketing campaign.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    120 views16 pages

    AllLife Bank customer insights report highlights top variables for marketing campaigns

    Uploaded by

    Francisco Guízar
    The document analyzes customer insights data from AllLife Bank. It finds that the average customer age is 45, with ages ranging from 23 to 67. 42% of customers are undergrads. Advanced education customers are 2% higher than graduates. On average, 490 customers are singles, 432 have 2 family members, 336 have 3, and 407 have 4. Undergrad customers have higher incomes than customers with more education in some cases. 31% of customers have a mortgage ranging from $75,000 to $601,000. The decision tree model found income, credit card spending, education and family are the top 4 variables to use in a marketing campaign.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 16

    AllLife Bank

    Report
    Jun 2021.
    CUSTOMER INSIGHTS
    • The mean age of the users is 45 years old

    • The range in age is large, the most younger users have 23 years and the most older
    users have 67 years old

    Age
    160

    140

    120

    100

    80

    60

    40

    20

    0
    23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67

    Number of Users Mean Age


    CUSTOMER INSIGHTS
    • 42% of the users are undergrad

    • The percent of users with Advanced education is higher than graduate users by 2
    percent point.

    Education

    1,501
    2,096

    1,403

    Undergrad Graduate Advanced/Professional


    CUSTOMER INSIGHTS
    • In average, 490 users are singles

    • The mean of users with two family members is 432

    • 336 users have 3 family members, and 407 users have 4 members
    Family Size by Education
    2,500

    2,000
    412

    1,500 349
    381
    429
    1,000 657 278
    383
    374
    500 265
    678
    468
    326
    0
    Undergrad Graduate Advanced
    1 2 3 4
    CUSTOMER INSIGHTS
    • In average, 490 users are singles

    • The mean of users with two family members is 432

    • 336 users have 3 family members, and 407 users have 4 members
    Family Size by Education
    2,500

    2,000
    412

    1,500 349
    381
    429
    1,000 657 278
    383
    374
    500 265
    678
    468
    326
    0
    Undergrad Graduate Advanced
    1 2 3 4
    CUSTOMER INSIGHTS
    • Some users with undergrad education have better annual incomes that the users
    with better education level

    Users by Income and Education


    (in thousand dollars)

    40
    35
    30
    25
    20
    15
    10
    5
    0

    109

    172
    101
    104

    112
    115
    120
    123
    128
    131
    134
    139
    142
    145
    150
    153
    158
    161
    164
    169

    175
    180
    183
    188
    191
    194
    199
    202
    205
    71
    11
    14
    19
    22
    25
    30
    33
    38
    41
    44
    49
    52
    55
    60
    63
    68

    74
    79
    82
    85
    90
    93
    98
    8

    Undergrad Graduate Advanced


    CUSTOMER INSIGHTS
    • The undergrad users spend more in credit card. This average is affected by higher
    incomes

    Avg. Spend in CC
    2,500

    2,000

    1,500

    1,000

    500

    0
    Undergrad Graduate Advanced
    Undergrad Graduate Advanced
    CUSTOMER INSIGHTS
    • 31% of users have a mortgage with the bank, the other 69% don’t have this debt
    type

    Mortgage by users

    Yes No
    0
    2
    4
    6
    8
    10
    14
    16
    18

    75 12
    81
    87
    93
    99
    105
    111
    117
    123
    129
    135
    141
    147
    153
    159
    165
    171
    177
    183
    189
    195
    201
    207
    213
    219
    225
    231
    237
    243
    249
    256
    No. Users

    263
    CUSTOMER INSIGHTS

    270
    277
    284
    292
    298
    304
    310
    Number of Users with Mortgage

    318
    326
    333
    343
    354
    361
    374
    385
    • The mortgage range is large, is between 75,000 and 601,000 dollars.

    397
    406
    419
    431
    449
    466
    483
    509
    550
    577
    601
    USERS WITH PERSONAL LOAN
    • 9.6% of total users have a personal loan

    • The 90.4% doesn’t accept the bank offer

    Users with Personal Loan

    Yes No
    USERS WITH ANOTHER BANK SERVICES
    • 10.4% of users have securities account • 94% of users doesn’t have CD Account

    Securities Account Certificate of Deposit Account

    Yes No Yes No
    USERS WITH ANOTHER BANK SERVICES
    • 60% of consumers use online services • 29% of users have CC in another bank

    Online Credit Card

    Yes No Yes No
    DECISION TREE
    • After to do the model, the campaign only can consider 4 variables:
    • Income
    • Credit Card Average
    • Education
    • Family
    RECOMENDATIONS
    •Income is the best variable to use in the marketing campaign

    •The second variable, in importance, is Family, and the third is Education

    •If the marketing team segment the right form the clients, it's possible to increase the
    conversion rate

    •The bank not only should be offered the personal loan, because promote other
    services can be important for the customers

    •A research about why the users prefer the services of All Bank vs other companies can
    be offered relevant information and qualitative advantages that the other banks don't
    offer to the clients

    •To understand better the client, it's important to provide more information about the
    user, gender, and occupation.
    Thanks
    Reference images
    • https://www.forbes.com.mx/fondos-de-inversion-vs-inversiones-en-directo/

    • https://www.zaplo.es/blog/el-ahorro-solo-es-el-primer-paso/

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