University : The Sydney Business and Travel Academy UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : MBAS901
Country : Australia
Assignment Task:

Task:

This task requires you to use exploratory data analytics skills to derive key insights from a given dataset. You are free to use any pre-processing operation(s) on the data such as aggregations, calculated items, etc. and use (appropriate) chart types to tell a compelling story from the data. Make sure you present at least 5 key insights visually using charts and explain in writing the key insights your charts are communicating. Try and present your insights in a logical order (i.e. a cohesive narrative) where possible.

Dataset
BANK_DIRECT_MARKETING
This dataset is pre-loaded into SAS Viya.

Background
The dataset relates to a direct marketing campaign of a Portuguese banking institution. The marketing campaign was based on phone calls, and aimed to promote a specific product (a term deposit). Often, more than one contact to the same client was required to determine if the customer would subscribe to the promoted product.
The data dictionary is provided in the appendix. Primary variable of interest is ‘y’, which identifies if a customer subscribed to the product.
Assume you work as a Business Analytics expert in this bank. Your Marketing Manager hands this dataset to you, and asks you to uncover useful insights that may be hidden in the dataset.
Apply your exploratory data analysis skills to derive some insights from this dataset. Present your findings in a written report.

 

Marking Criteria
Following areas of your written report will be looked at when awarding marks.

Item Marks
Introduction 4
Describing the dataset & setting an overall aim for the analysis 6
Stating relevant questions/hypotheses to be answered through exploratory analysis 5
Appropriateness of the chart types/visualisation and accuracy of the generated charts 10
Interpretation of the charts (discussion of results) 15
Language, logical flow of the data story (narrative) and conclusion 10
Total 50

 


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