Background
This case is about a bank (Thera Bank) whose management wants to explore ways of converting its existing customers to personal loan customers. A campaign that the bank ran last year for liability customers showed a healthy conversion rate of over 9% success. This has encouraged the retail marketing department to devise campaigns with better target marketing to increase the success ratio with minimal budget.
Based on the data, explore which customer profile is more likely to accept the personal loan offer and devise strategy based on that.
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