Notes

First of all, the marketing team should try to engage customers and have longer calls. The correlation of the 'duration' variable with the target variable shows that the higher the duration, the more likely the customer will subscribe to the term deposits. This makes intuitive sense because a longer duration shows that the customer is interested in the product.

The cell phone seems to be the most suitable mode of communication (for this case).

I think the customer's account balance has a great influence on the campaign's outcome. People who are in average or high balance categories are more likely to subscribe for a term deposit. Therefore, future campaigns should concentrate on these customers.

The marketing team should target relatively old-age customers who would be looking for safe and profitable investment options. In addition, they should consider reaching younger customers much more. This is because they may not have enough information about sophisticated investment products such as stocks and bonds. Therefore, they may respond positively even if the return will be small.

The call center should shift its marketing focus from blue-Collars, technicians to students and retired clients, consistent with the previous finding of higher subscription rates among the younger and older.

The call center should resist calling a client more than four times, which can disturb and increase dissatisfaction.

The timing is essential. To improve the marketing campaign, the marketing managers should consider initiating the campaign at the end of a month or an exact beginning of a month when the subscription rate tends to be higher.

If a client has a long-term loan, such as a mortgage, it will be challenging for her or him to subscribe to a term deposit. Therefore, more attention should be given to customers who do not have a mortgage in future campaigns.

There is no information about interest rates in this data set. I think it is the most crucial factor when a customer subscribes to a term deposit. People are considering the interest rate and the actual rate of return, especially in countries with high inflation like Turkey. (If we can know the exact date of the calls, short-term treasury bill interest can be used as an indicator that can reference the interest offered to the customers. It can be helpful for prediction purposes.)