Essential Tools for Business Analytics

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MBAS901 – Assignment 2 September 18, 2021Essential Tools for Business Analytics (MBAS901)Trimester 3, 2021Sydney Business School, UOWLecturer: Dinindu Koliya WedanageAssessment 2: Exploratory Business Analytics Project – Individual(Marks allocated: 50%)Due Date: Wednesday 06th October 2021, by 11.30 pm (Submission via Turnitin)TaskThis task requires you to use exploratory data analytics skills to derive key insights from a givendataset. 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. Makesure you present at least 5 key insights visually using charts and explain in writing the key insightsyour charts are communicating. Try and present your insights in a logical order (a cohesive narrative)where possible.DatasetBANK_DIRECT_MARKETING – This dataset is pre-loaded into SAS Viya or can be downloaded fromcourse level Moodle siteBackgroundThe dataset relates to a direct marketing campaign of a Portuguese banking institution. Themarketing campaign was based on phone calls and aimed to promote a specific product (a termdeposit). Often, more than one contact to the same client was required to determine if the customerwould subscribe to the promoted product. The data dictionary is provided in the appendix. Primaryvariable 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 thisdataset to you and asks you to uncover useful insights that may be hidden in the dataset. Apply yourexploratory data analysis skills to derive some insights from this dataset. Present your findings in awritten report.Report RequirementsYour 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 categoricalvariables, number of measures, descriptive statistics of key variables, etc.)3. Overall aim of your analysis4. 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 outb. 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. Inthis section, attempt to tell a story driven by your analytical insights.MBAS901 – Assignment 2 September 18, 20217. Conclusion (A short summary of the background and aim. What are the key insights? How dothey relate to your overall aim? Recommendation, etc.)Marking CriteriaFollowing areas of your written report will be looked at when awarding marks.
Describing the dataset & setting an overall aim for the analysis
Stating relevant questions/hypotheses to be answered through exploratory analysis
Appropriateness of the chart types/visualisation and accuracy of the generatedcharts
Interpretation of the charts (discussion of results)
Language, logical flow of the data story (narrative) and conclusion
Appendix: Data Dictionary1- age2- job: type of job3- marital: marital status 4 – education5 – default: has credit in default? 6 – housing: has housing loan?7- loan: has personal loan?8 – contact: contact communication type9 – month: last contact month of year10 – day: contact day of month11 – duration: last contact duration, in seconds12 – campaign: number of contacts performed during this campaign and for this client (numeric,includes last contact)13 – pdays: number of days that passed by after the client was last contacted from a previouscampaign (numeric; -1 means client was not previously contacted)14 – previous: number of contacts performed before this campaign and for this client (numeric)15 – poutcome: outcome of the previous marketing campaign16 – Balance: available bank balance in existing accountsPrimary variable of interest:17 – y – has the client subscribed a term deposit? (Binary: ‘yes’, ‘no’)

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