The banking industry faces significant challenges in improving conversion rates for term deposit products. Traditional marketing strategies result in low response and success rates. Understanding client behaviors, preferences, and historical interaction data can offer targeted insights to refine marketing efforts.

What is the problem? Clients are contacted without clear segmentation, leading to wasted resources and low subscription success. There is no robust profile of an ideal client, which makes targeting inefficient.

Strategic or Tactical? This is a strategic project aimed at enhancing long-term client acquisition and engagement strategy by leveraging data-driven decisions.

Data/Customer Insight: A dataset of 45,211 records provides detailed demographic, financial, and interaction history data. Insights from this data can directly shape marketing communication strategies.