vard-uhi / Analysing-Conversion-Rates-of-Marketing-Campaigns

Analyzing Coversion Rates

Analysing-Conversion-Rates-of-Marketing-Campaigns

EXPLORATORY ANALYSIS

Source - https://archive.ics.uci.edu/ml/datasets/bank+marketing

bank client data:

1. age (numeric)
2. job : type of job (categorical: 'admin.','blue-collar','entrepreneur','housemaid','management','retired','self-employed','services','student','technician','unemployed','unknown')
3. marital : marital status (categorical: 'divorced','married','single','unknown'; note: 'divorced' means divorced or widowed)
4. education (categorical: 'basic.4y','basic.6y','basic.9y','high.school','illiterate','professional.course','university.degree','unknown')
5. default: has credit in default? (categorical: 'no','yes','unknown')
6. housing: has housing loan? (categorical: 'no','yes','unknown')
7. loan: has personal loan? (categorical: 'no','yes','unknown')

related with the last contact of the current campaign:

8. contact: contact communication type (categorical: 'cellular','telephone')
9. month: last contact month of year (categorical: 'jan', 'feb', 'mar', ..., 'nov', 'dec')
10. day_of_week: last contact day of the week (categorical: 'mon','tue','wed','thu','fri')
11. duration: last contact duration, in seconds (numeric). Important note: this attribute highly affects the output target (e.g., if duration=0 then y='no'). Yet, the duration is not known before a call is performed. Also, after the end of the call y is obviously known. Thus, this input should only be included for benchmark purposes and should be discarded if the intention is to have a realistic predictive model.

other attributes:

12. campaign: number of contacts performed during this campaign and for this client (numeric, includes last contact)
13. pdays: number of days that passed by after the client was last contacted from a previous campaign (numeric; 999 means client was not previously contacted)
14. previous: number of contacts performed before this campaign and for this client (numeric)
15. poutcome: outcome of the previous marketing campaign (categorical: 'failure','nonexistent','success')

social and economic context attributes

16. emp.var.rate: employment variation rate - quarterly indicator (numeric)
17. cons.price.idx: consumer price index - monthly indicator (numeric)
18. cons.conf.idx: consumer confidence index - monthly indicator (numeric)
19. euribor3m: euribor 3 month rate - daily indicator (numeric) - Euro Interbank Offered Rate. The Euribor rates are based on the average interest rates at which a large panel of European banks borrow funds from one another
20. nr.employed: number of employees - quarterly indicator (numeric)

Output variable (desired target): 21. y - has the client subscribed a term deposit? (binary: 'yes','no')

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