GOA INSTITUTE OF MANAGEMENT

Sanquelim Campus, Poriem, Sattari, Goa

Program: BDA Exam: Assignment
Academic year: 2022-23 Weightage: 10%
Term: I Maximum Marks: 10
Section: B Duration: NA
Course: Statistics for Analytics Due Date: 5:30 PM, Friday, 23/9/2022

Instructions:

1. You can use any software (R/Python/Excel/etc.) of your choice.

2. Submit your final report as an aesthetically pleasing PDF file.
3. Only one person of the team (team lead) should send the final report at
sanyal@gim.ac.in Keep the rest of your team members in the CC.
4. Your team is allowed to use any and all resources available at your disposal.
5. Note that there is no right or wrong answer for this assignment. Only good or not
so good answer!
6. Due – 5:30 PM, Friday, 23/9/2022.
1 Introduction
The Client is a Bank. They have an issue with customer churn. The marketing department
of the bank wants to achieve more profitable results in future campaigns by matching the
right offer of financial services to each customer.

2 Challenge.
Your job is to identify the characteristic of customers who are more likely to respond
favorably based on past responses to offers and campaigns. Upon getting the results the
bank will promote the best current offer to the ‘right’ customers.

3 Team role.
Your team is assigned the project. In this phase, your team have to confirm that it
understands the business requirements (business understanding) as well as the data (data
understanding) for the project.

4 Details of the data

The bank has shared the data with your team. It is the job of your team to understand the
data set given by your client. The data is in the form of a text file “pm_customer_train”.
(Double click to download the embedded data set.)

The data set given is as is. Your team cannot email/call/visit the client for quarries
regarding the data set provided nor you can ask for further clarification regarding the
task. The client also requires that your team maintains the confidentially of the task and
not share details, particularly the data set, with anybody other than your team members.

The description of the various fields is given below.

1
Data Description

The data is described below.

SN Name Description
1 Customer_Id A unique identifier for a Customer
2 Campaign Campaigns sent to a Customer
3 Response No. of Responses Received
4 Response_Date Date of Response

5 Purchase Purchases Made

6 Purchase Date Date the purchase is made
7 Product_Id Unique Identifier for a Product
8 Row Id Row Identifier
9 Age Age of the Customer
10 Age_Youngest Child Age of the Customer’s Youngest Child
11 Average#Balance#Feed#I Average Balance Maintained Range
ndex
12 Branch Branch of the Bank
13 Debt_Equity Debt to Equity by Customer
14 Gender Gender of the Customer
15 Bad_Payment If the customer has bad payment history
16 Gold_Card If the customer owns a bank issued gold card
17 Pension_Plan If the customer has a Pension Plan
18 Household Debt to Equity The Customer’s Household exposure to Debt &
Ratio Equity
19 Income Customer’s Income
20 Marital Marital Status of the Customer
21 Members_in_Household No. of family members
22 Months_Current_Account No. of months since the customer has subscribed to a
Current account
23 Months_Customer No. of months the customer has been with the bank (as
a customer)
24 Call_Center_Contacts No. of times the customer has contacted the bank’s
call center
25 Loan_Accounts No. of ‘Loans’ the customer has
26 Number_Transactions No. of transactions recorded by the customer
27 Non_Worker_Percentage % of members in the family who are non-workers
28 White_Collar_Percentage % of members in the family who are white collar
workers
29 RFM Score Recency, Frequency & Monetary Value score of the
customer

2
5 Assignment
Exercise 1.

On the basis of the problem statement and the data provided, carry out the following steps
in for the client.

1. Business Understanding
2. Data Understanding

The response for this exercise will be a report in the form of a word document, with
separate sections for the deliverables below.

Stage Deliverables
Business Understanding Goals
Success Criteria
Data Understanding Data Exploration Report
Data Quality Report

Exercise 2.

Perform initial analysis to identify possible variables that could be impacting customer’s
likelihood to subscribe/buy into the bank’s offering. Provide a report of the same.