Marketing Analysis of Personal Loan for Universal Bank
Essay by hahaha_qiuqiu • March 16, 2015 • Essay • 241 Words (1 Pages) • 1,112 Views
In this project, we aim to help Universal Bank bring in more personal loan business by designing a smarter marketing campaign. To achieve this, we modeled and analyzed customer behavior in a prior marketing campaign by Universal Bank on basis of our SCAFE methodology. With the binary logistic stepwise model, which we approved to be the best-fit model, we worked out positive customer behavior factors that will increase possibility of accepting personal loans, and also negative factors that will decrease it. We explored "secrets" of the customer behavior based on these factors and concluded as following: * The more professional education a customer received, the more likely he would accept personal loan. * The larger the family a customer has, the more likely he would accept personal loan. * The more income a customer has, or the more average he spends on credit cards per month, the more likely he would accept personal loan.
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1869
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Personal Loan and Income
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Figure 9:
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