A campaign that the bank ran in the last quarter showed an average single-digit conversion rate. In the last town hall, the marketing head mentioned that digital transformation is the core strength of the business strategy, how to devise effective campaigns with better target marketing to increase the conversion ratio to double-digit with the same budget as per the last campaign.
Approach
- Importing the required libraries and reading the dataset.
- Merging of the two datasets
- Understanding the dataset
- Exploratory Data Analysis (EDA)
- Data Visualization
- Feature Engineering
- Dropping of unwanted columns
- Removal of null values
- Checking for multi-collinearity and removal of highly correlated features
- Model Building
- Performing train test split
- Logistic Regression Model
- Weighted Logistic Regression Model
- Naive Bayes Model
- Support Vector Machine Model
- Decision Tree Classifier
- Random Forest Classifier
- Model Validation
- Accuracy score
- Confusion matrix
- Area Under Curve (AUC)
- Recall score
- Precision score
- F1-score
- Handling the unbalanced data using imblearn.
- Hyperparameter Tuning (GridSearchCV)
- Support Vector Machine Model
- Decision Tree Model
- Random Forest Model
- Creating the final model and making predictions