Problem 1

Analysts are required to explore data and reflect on the insights. Clear writing skill is an integral part
of a good report. Note that the explanations must be such that readers with minimum knowledge of
analytics is able to grasp the insight.

Austo Motor Company is a leading car manufacturer specializing in SUV, Sedan, and Hatchback
models. In its recent board meeting, concerns were raised by the members on the efficiency of the
marketing campaign currently being used. The board decides to rope in an analytics professional to
improve the existing campaign.

1. You as an analyst have been tasked with performing a thorough analysis of the data and coming
up with insights to improve the marketing campaign.

The instructions below are given to help you complete the project –

A. What is the important technical information about the dataset that a database administrator
would be interested in? (Hint: Information about the size of the dataset and the nature of the
variables)

Below are the dataset and their data types which are important for a data base administrator
Number of Rows: 1581 entries, 0 to 1580
Data columns (total 14 columns): Number of Variables

# Column Non-Null Count Dtype

--- ------ -------------- -----
0 Age 1581 non-null int64
1 Gender 1528 non-null object
2 Profession 1581 non-null object
3 Marital_status 1581 non-null object
4 Education 1581 non-null object
5 No_of_Dependents 1581 non-null int64
6 Personal_loan 1581 non-null object
7 House_loan 1581 non-null object
8 Partner_working 1581 non-null object
9 Salary 1581 non-null int64
10 Partner_salary 1475 non-null float64
11 Total_salary 1581 non-null int64
12 Price 1581 non-null int64
13 Make 1581 non-null object
dtypes: float64(1), int64(5), object(8)

Data types of above variables

Categorical Variables:

Binary: Multilevel: Continuous Variable: Discrete Variable:

Gender Make Price Age
Marital_status Education Salary No_of_Dependents
Personal_loan Profession Partner_salary
House_loan Total_salary
Partner_working
B. Take a critical look at the data and do a preliminary analysis of the variables. Do a quality check of
the data so that the variables are consistent. Are there any discrepancies present in the data? If yes,
perform preliminary treatment of data.

 Yes, there are discrepancies in the Partner_salary and Gender data, there are null data
available in both of these attributes and values need to imputed for these null values.

 Female is spelled incorrectly in the gender column for 2 records and are corrected.
 Null values in Gender column is replace by Male as maximum count of records is having
Gender as Male

In the given dataset After Imputing the Values

 Partner_salary values to be imputed by ‘Total_salary-Salary’.

In the given dataset

After Imputing the Values

C. Explore all the features of the data separately by using appropriate visualizations and draw
insights that can be utilized by the business.

 70% of the cars are brought by the people below 40 Years

 Maximum cars are brought by the people where No_of_Dependents are 2 & 3.

 Maximum cars are brought by the people with Male Gender

 Total _salary is double peaked and lightly rightly skewed and have outliers
 There are 27 records which are greater than the maximum Price from IQR method, these
records can be analysed separately.

D. Understanding the relationships among the variables in the dataset is crucial for every analytical
project. Perform analysis on the data fields to gain deeper insights. Comment on your understanding
of the data.
 Sedan cars are purchased more especially when there are working partners.

 Married people purchased more cars especially Sedan Make is the highest among them
purchased cars.

 Post Graduated persons purchased more cars especially Sedan Make is the highest among
them purchased cars.

 Salaried persons purchased more cars especially Sedan Make is the highest among them
purchased cars.
 SUVs are purchased by salaried than the people in business profession.

 No much co-relation between the Total_salary and the price of the car that they
purchased.

 Based on the age group the price range of the car purchased in similar.
  SUV make are the preferred cars by Females, followed by sedan and then hatchback.

 Persons having ‘No’ House_loan have purchased more cars than the people having
House_loan.

E. Employees working on the existing marketing campaign have made the following remarks. Based
on the data and your analysis state whether you agree or disagree with their observations. Justify
your answer Based on the data available.

E1) Steve Roger says “Men prefer SUV by a large margin, compared to the women”
No, Women prefer SUV by a large margin, compared to Men.
E2) Ned Stark believes that a salaried person is more likely to buy a Sedan.
Yes, salaried person is more likely to buy a Sedan.

E3) Sheldon Cooper does not believe any of them; he claims that a salaried male is an easier target
for a SUV sale over a Sedan Sale.
No, Salaried male is an easier target for a Sedan sale over a SUV sale.

F. From the given data, comment on the amount spent on purchasing automobiles across the
following categories. Comment on how a Business can utilize the results from this exercise. Give
justification along with presenting metrics/charts used for arriving at the conclusions.
Give justification along with presenting metrics/charts used for arriving at the conclusions.
F1) Gender
 Male spent more amounts in purchasing automobiles than Female.

 But when we see amount spend by individual based on Gender the Female is spending
more amount than male

F2) Personal_loan
Similar range of amount is spent on purchasing automobiles by both the people having and
not having the personal loan.
G. From the current data set comment if having a working partner leads to the purchase of a higher-
priced car.
From the current data set, having a working partner does not leads to the purchase of a higher-
priced car.
Maximum Value

Median Value Mean Value

 Maximum Price, Median of price for partner working and not working is same value, of price for
partner working and not working is not having much difference

H. The main objective of this analysis is to devise an improved marketing strategy to send targeted
information to different groups of potential buyers present in the data. For the current analysis use
the Gender and Marital_status - fields to arrive at groups with similar purchase history.
Both in Male and Female Gender the maximum number of cars are purchased by the Married
people.
Problem 2
A bank can generate revenue in a variety of ways, such as charging interest, transaction fees and
financial advice. Interest charged on the capital that the bank lends out to customers has historically
been the most significant method of revenue generation. The bank earns profits from the difference
between the interest rates it pays on deposits and other sources of funds, and the interest rates it
charges on the loans it gives out.
GODIGT Bank is a mid-sized private bank that deals in all kinds of banking products, such as savings
accounts, current accounts, investment products, etc. among other offerings. The bank also cross-
sells asset products to its existing customers through personal loans, auto loans, business loans, etc.,
and to do so they use various communication methods including cold calling, e-mails,
recommendations on the net banking, mobile banking, etc.
GODIGT Bank also has a set of customers who were given credit cards based on risk policy and
customer category class but due to huge competition in the credit card market, the bank is observing
high attrition in credit card spending. The bank makes money only if customers spend more on credit
cards. Given the attrition, the Bank wants to revisit its credit card policy and make sure that the card
given to the customer is the right credit card. The bank will make a profit only through the
customers that show higher intent towards a recommended credit card. (Higher intent means
consumers would want to use the card and hence not be attrite.)

Problem 2 Question: ( Analyze the dataset and list down the top 5 important variables, along with
the business justifications. (10 Points) Data Dictionary - Link )

#ANS
Top 5 important variables are and justifications are as given below.

 annual_income_at_source
 avg_spends_l3m
 cc_limit
 Occupation_at_source
 card_type

The bank will make a profit only through the customers that show higher intent towards a
recommended credit card (Higher intent means consumers would want to use the card and hence
not be attrite)
Higher intent will have more average spends in last 3 months (avg_spends_l3m)

To have more average appends in last 3 months user should have more ‘cc_limit’
There is positive co-relation between ‘annual_income_at_source’ and ‘cc_limit’ therefore the user
having more ‘annual_income_at_source’ will spend more and hence not be attrite

Top 4 card types having more ‘cc_limit’ are

 Chartered
 prosperity
 edge
 rewards

More ‘annual_income_at_source’ is there for the ‘Salaried’ and ‘Self Employed’ occupation
The cards having higher cc_limit should be given to the users having ‘Salaried’ and ‘Self Employed’
occupation as more number of users are from these occupation, so that there is increase in
avg_spends_l3m and and made sure that the card given to the customer is the right credit card.
Based on the above analysis Bank must to revisit its credit card policy for the user having
occupation other than Salaries and Self Employed. So that the user from other occupations also
increase the spends with the revise credit card policies and thus bank will make a profit

Users having credit card from other banks are spending more and there is increase in
avg_spends_l3m therefore bank can target the other users having credit card from other banks by
providing attractive credit card policies
From the below plot we see that 75% of customers are utilizing the credit upto the specified limit
(350000), but few customer are having a credit card limit upto 1000000, So attract new customer
by proving the credit limit of 350000 so that avg_spends_l3m will increase and bank will profit