This project analyzes a Portuguese bank's direct phone call marketing campaigns, which aimed to promote term deposits among existing customers. The campaigns were carried out from May 2008 to November 2010.
The main objective is to predict customers' responses to future marketing campaigns, through classification and regression models, so that the bank can focus its marketing efforts on the most responsive customers. The models would help the bank to secure deposits more efficiently, save marketing costs and reduce undesirable advertisements to customers.
The dataset is publicly available in the UCI Machine Learning Repository, which can be retrieved from http://archive.ics.uci.edu/ml/datasets/Bank+Marketing#.
Please see codes in the file Portuguese Bank Telemarketing Analysis.ipynb.
(P.S. This file is large and does not support previewing, so you may have to download it first. Alternatively, you can see the codes on my Kaggle page, which should load faster. https://www.kaggle.com/yufengsui/machine-learning-project-bank-marketing-analytics)
Please follow this link to see the project report: https://yfsui.github.io/Bank-Telemarketing-ML-Project/.