Bank merketing

This dashboard contains customer information, the loan portfolio, a summary of the previous marketing campaign, and the current marketing campaign.

📌On the first page, the loan portfolio is presented.

✅The loan portfolio is very healthy. The default rate is only 2%, which means the bank has a low level of credit risk.

✅Housing loans are the most popular product, representing 56% of all loans.

✅Married customers hold the largest share of deposits, making them the most valuable customer segment. This also explains why housing loans are the most popular product.

✅Retired customers and tertiary-educated customers have the highest average balances.

✅Blue-collar workers(manual labor workers) and secondary-educated customers have high borrowing levels but relatively low balances.

✅Personal loans represent only 16%, which creates an opportunity for cross-selling.

📌On the second page, I summarize the previous marketing campaign.

✅The campaign achieved an 18% success rate among contacted customers, while 37,000 customers had never been contacted. This represents a great opportunity for future marketing campaigns.

✅Cellular communication was the most effective way to reach customers and achieve subscriptions.

✅The most responsive customer segments were management, technicians, and customers with secondary education.

📌On the third page, the current marketing campaign

✅focused on addressing the main weakness of the previous campaign, which was the 37,000 customers who had never been contacted.

As a result, the campaign achieved around 40,000 subscriptions, while only about 5,000 customers did not subscribe.

✅The top customer segments were blue-collar workers, management employees, and customers with secondary education.

✅Cellular communication remained the most effective communication channel for achieving customer responses and subscriptions.

📌Recommendations

✅Increase investment in mobile marketing.

✅Target the most responsive customer segments.

✅Expand cross-selling opportunities.

I look forward to your feedback and would be happy to hear any comments or suggestions. I really appreciate your time.