Therefore, last year, the bank launched a publicity campaign for depositors who have never applied for personal loans to urge them to apply for personal loans. Some customers have newly applied for personal loan business through this activity, and the retail marketing department hopes to formulate better strategies for positioning marketing and improve the success rate with the minimum budget. More precisely, the department hopes to identify potential users who are more likely to make loans, improve the conversion success rate and reduce marketing expenses.
The data set * * * contains 14 fields with the following meanings:
The data set contains 5000 records, with no omissions or duplicates. For some numeric fields, data type conversion is required.
It is found that the empirical minimum is negative and there are abnormal data.
General idea:
1. What was the effect of the promotion activities held by the bank last year?
2. What kind of deposit users are more likely to turn into potential customers of loan business?
3. How does the loan situation change with the growth of customers' annual income?
4. How does the loan situation change with the growth of customers' age?
It can be found that after this promotion, 480 of the 5000 customers have handled personal loan business. Because this activity is aimed at customers who have never handled personal loan business, compared with the previous data, personal loan business has increased by nearly 10%, which shows that the promotion effect is still good.
As can be seen from the figure:
1. The variables closely related to starting credit business are: annual income, credit card consumption and whether there is a deposit account in the bank;
2. The variables related to the weak opening of credit business are: education level, mortgage value and number of families;
3. The postal code of home address, whether you have a securities account, whether you open online banking and credit card holding will not have much influence;
4. Although age and work experience have little relationship, they are both continuous numerical variables, which need to be analyzed before observation, and attention should be paid to whether there is a special value in a certain interval;
(In qualitative variables, explore the relationship between whether there is a bank deposit account, education level, number of families and whether to start a loan business)
It can be found that customers who have this bank deposit account are more than six times more likely to apply for loan business than those who have not opened it, indicating that customers who have opened deposit accounts will be the main target customers, and trying to get customers to open bank deposit accounts is also an option to improve the application rate of loan business.
The higher the educational background, the more people will handle the loan business, which means that customers with higher educational background are more receptive to the concept of early consumption and will be more willing to lend. Therefore, highly educated customers are more likely to become potential customers of bank loan business.
The loan rate of single people and childless families is relatively low, and family users with children are relatively more willing to change to loan users, especially the one-child families.
(Explore the quantitative variables of age, income, credit card repayment, housing mortgage loan and whether to open loan business)
On the whole, there is little difference in the loan willingness of customers of all ages. Relatively speaking, customers aged 32-39 have a strong loan willingness.
On average, high-income people will be more willing to lend than low-income people.
The unit of income is thousands of dollars. It can be found that when the annual income exceeds 82,000 yuan, the willingness to lend will increase by more than five times; More than 98,000 yuan, the loan will reach 17%; When it exceeds 6,543,800 yuan+0.7 million yuan, the loan will reach half. This reflects the trend of high-income people's high willingness to lend, and the customer group with annual income of more than 82,000 US dollars is the main target of loan promotion.
The mortgage value of the house is several thousand dollars. When the mortgage value exceeds $654.38+090.5 million, the willingness to apply for a loan will increase significantly. Generally speaking, the higher the mortgage value, the stronger the customer's willingness to apply for a loan.
Most customers who didn't apply for a loan spent about $65,438 +0.7K on their credit cards, while those who applied for a loan spent $ 3.9K on their credit cards, more than double the former.
When the monthly consumption is about $2,800, the loan application rate will increase by four times; When it exceeds $6,000, the loan application rate will fall back to about 3 1%, but overall, the loan willingness of high-spending customers is still relatively strong.
Therefore, customers who spend more than $2,800 a month are key marketing customers.
1. This promotion has increased the personal loan business by nearly 10%, which shows that the effect of this promotion is still good.
2. For users who have opened bank deposit accounts, it is necessary to strengthen marketing efforts, and their willingness to lend is stronger than that of customers who have not opened bank deposit accounts.
3. Customers with high education are more likely to become potential customers of bank loan business.
4. Families with large families have strong willingness to borrow money, especially the one-child families.
Customers aged 5.30-40 are more willing to lend.
6. High-income people have a high willingness to lend, and customers with an annual income of more than $82,000 are the main promotion targets of loan activities.
7. When the mortgage value of the house exceeds $6.5438+$0.905 million, the customer's willingness to apply for a loan is obviously improved.
8. Customers who spend more than $2,800 per month on credit cards will increase their willingness to apply for loans.