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Problem Statement

The objective is to create a Tableau story that evaluates the effectiveness of a marketing campaign and analyzes audience segments based on performance. Students are encouraged to explore hypotheses related to customer demographics and financial behavior using provided data. The final output should be a Tableau workbook that visually represents the findings through dashboards and sheets.

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Glen Magadia
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7 views1 page

Problem Statement

The objective is to create a Tableau story that evaluates the effectiveness of a marketing campaign and analyzes audience segments based on performance. Students are encouraged to explore hypotheses related to customer demographics and financial behavior using provided data. The final output should be a Tableau workbook that visually represents the findings through dashboards and sheets.

Uploaded by

Glen Magadia
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Objective:

Build a Tableau story for business that covers the aspects of –

1. Measuring the effectiveness of the campaign


2. Deep dive into which sections of the audience the campaign performed well, and where it didn’t

The task is exploratory in nature. The student is expected to test a lot of hypotheses and ask questions
that make business sense as well. Some examples (that were discussed in the class) –

1. Do customers with higher education have higher propensity to subscribe to a term deposit?
2. Does current balance have an effect on their subscription?

Students are expected to build a story with views (dashboards/ sheets) covering different aspects.

File: “[Link]”

Data dictionary:

Variable Name Variable Meaning


age (numeric)
type of job (categorical:
job "admin.","unknown","unemployed","management","housemaid","entrepreneur","student",
"blue-collar","self-employed","retired","technician","services")
salary
(numeric)
marital status (categorical: "married","divorced","single"; note: "divorced" means divorced or
marital
widowed)
education (categorical: "unknown","secondary","primary","tertiary")
targeted has the peson been targeted before? (binary: "yes","no")
default has credit in default? (binary: "yes","no")
balance average yearly balance, in euros (numeric)
housing has housing loan? (binary: "yes","no")
loan has personal loan? (binary: "yes","no")
contact contact communication type (categorical: "unknown","telephone","cellular")
day last contact day of the month (numeric)
month last contact month of year (categorical: "jan", "feb", "mar", ..., "nov", "dec")
duration last contact duration, in seconds (numeric)
number of contacts performed during this campaign and for this client (numeric, includes last
campaign
contact)
number of days that passed by after the client was last contacted from a previous campaign
pdays
(numeric, -1 means client was not previously contacted)
previous number of contacts performed before this campaign and for this client (numeric)
poutcome outcome of the previous marketing campaign (categorical: "unknown","other","failure","success")
Y has the client subscribed a term deposit? (binary: "yes","no")

Output format: Tableau workbook with a story.

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