Background
Thera Bank’s Management wants to explore ways of converting its liability customers to personal loan customers (while retaining them as depositors).
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.
This Analysis derive which customer profile is more likely to accept the personal loan offer and devise strategy based on it.
Focus on Key contribution factors (Fixed/Variable)
Fixed (short-mid term): Age group, Education Level, Family size, income level, Variable (any time) Ave spending on credit card.
Come up with different marketing plans and strategy.
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