MBAS901 Essential Elements for Business Analytics Trimester 2, 2023 Assessment 2
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Essential Elements for Business Analytics (MBAS901)
Trimester 2, 2023
Assessment 2: Exploratory Business Analytics Project - Individual (Marks allocated: 50%)
Due Date: Friday 23rd June 2023, by 11.30 pm (Submission via Turnitin)
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 (a cohesive narrative) where possible.
Dataset
BANK_DIRECT_MARKETING - This dataset is pre -loaded into SAS Viya or can be downloaded from course level Moodle site.
Background
The dataset relates to a direct marketing campaign of a Portuguese banking institution. The marketing campaign was based on phone calls and aimed at promoting a specific product (a term deposit). Often, more than one contact with the same client was required to determine ifthe customer would subscribe to the promoted product . The data dictionary is provided in the appendix. The 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. Applyyour exploratory data analysis skills to derive some insights from this dataset. Present your findings in a written report.
Report Requirements
Your report should contain:
1. A brief introduction – your interpretation of the background and the problem.
2. A description of the dataset (Example: what the dataset is about, number of categorical variables, number of measures, descriptive statistics of key variables, etc.)
3. Overall aim of your analysis
4. At least five key questions/hypotheses you want to answer/test by interrogating the dataset (in a logical order)
5. Methods:
a. any data pre-processing you carried out.
b. what chart types were used to answer each question (justification of your selection)
6. Results and Discussion: images of charts and interpretation of the charts you generated. In this section, attempt to tell a story driven by your analytical insights.
7. Conclusion (A short summary ofthe background and aim. What are the key insights? How do they relate to your overall aim? Recommendation, etc.)
Marking Criteria
The 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 |
Appendix: Data Dictionary
|
Variable Description |
|
|
age |
Age of the client |
|
job |
Type of job the client has |
|
marital |
Marital status of the client |
|
education |
Level of education attained by the client |
|
default |
Indicates if the client has credit in default |
|
housing |
Indicates if the client has a housing loan |
|
loan |
Indicates if the client has a personal loan |
|
contact |
Communication type used to contact the client |
|
month |
Last contact month of the year |
|
day |
Contact day of the month |
|
duration |
Duration of the last contact in seconds |
|
campaign |
Number of contacts performed during this campaign |
|
pdays |
Number of days passed since the client was last contacted |
|
previous |
Number of contacts performed before this campaign |
|
poutcome |
Outcome of the previous marketing campaign |
|
balance |
Available bank balance in existing accounts |
|
y |
Indicates if the client has subscribed to a term deposit (binary: 'yes', 'no') |
2023-06-21