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时间：2021-11-06
INFS5720 Team Assignment
“S Bank Campaign: Generating Actional
Insights Using Analytics”
https://mytekrescue.com/benefits-of-effective-marketing-campaigns/
UNSW Business School
School of Information Systems
and Technology Management
1
Team Project Instructions
1. Overview
S bank plans to implement a new round of marketing campaigns. The executives seek help
from an external data analytics team to support decision-making for their campaign activities.
Your team is selected to help S bank generate leads and customers from the campaign. You
need to conduct data analysis and modelling in providing recommendations to the executives
of S bank.
The project will provide you with an opportunity to develop and apply hands-on skills on
various aspects of a business analytics project, ranging from data preparation to
recommendations for decision making. In facilitating you to plan your recommendations for a
marketing campaign, please refer to the source https://www.bloominari.com/blog/how-to-
structure-complete-marketing-campaign-tips-steps
Your assignment is assessed based on a written report and an oral presentation video. The
group will be awarded a group mark as a baseline mark. This baseline mark may or may not
be adjusted for the individual group members subject to your within-group peer review
where applicable.
2. Key Dates
Tasks Due Date
• Team Assignment Report
• Team Presentation Video
11 am Friday 12 November 2021
3. Instructions
Based upon the case study, you have been provided with a dataset titled
VA_SAMPLE_BANKCAMPAIGN, which can be deployed in SAS VA. You are required to
develop a 2500 (maximum) word report for the executives of S Bank.
You need to work collaboratively with your teammates to pinpoint 2-4 prominent and
meaningful issues for S bank to focus on its marketing campaign.
You then should perform descriptive and/or predictive modelling techniques to generate
insights for the issues identified. Please note that your analysis should draw upon the data
2
variables that are available in the VA_SAMPLE_BANKCAMPAIGN data set. Appendix 1
presents a data dictionary of the data set.
In your report, you should cover the following topics:
Executive Summary:
• Summarize the objectives, key topics, and key insights that your report provides to the
executives of S bank.
Business Issues Identification:
• Identify and explain 2-4 key issues that you aim to generate insights for the S bank,
and justify the meaningfulness of the issues to the school.
Modelling Technique Deployment:
• Explain the modelling technique to be deployed and justify your choice;
• Specify the variables for each modelling technique and justify your selection;
• Explain your data preparation such as the investigation of outliers and missing data,
and their corresponding treatment where applicable.
• Interpret modelling outcomes;
• Evaluate modelling performance.
Recommendations:
• Provide actional insights for the executive board members at S bank.
Project Management:
• Develop an overall project management plan that specifies how the overall project
proceeds over time. You can use a Gantt chart or Trello to illustrate the breakdown of
your teamwork over time.
• Provide a critical reflection on the collaboration within your team.
In your presentation, you should develop 7 slides at maximum. Your presentation should stay
within 7 minutes. Fail to follow the page limit and time limit will lead to 10% penalty.
You need to cover the following topics during your presentation:
• Business issues identified;
• Modelling techniques deployed and corresponding results and performance;
• Recommendations for S bank;
• All group members are encouraged but not mandatory to participate in their
presentation.
3
4. Formatting and Deliverables
UNSW Coversheet: Submit your assignment with a signed cover sheet (actual signatures, not
typed, of all group members). Failure to include the UNSW coversheet will lead to a 10%
penalty, and no marks will be released until the coversheet is received.
Length. The total length of the report must not exceed 2500 words. Tables, references,
diagrams, and appendices are not counted towards the word limit. Please note that they should
not be used as a way to extend your word limit.
Cover page: State group member information (i.e., Name, ID) and the word count of your
report.
Table of Contents: Should not exceed one page, restricted to two levels of headings.
Format. You should use headings, sub-headings, page numbers, bullet points, diagrams and
tables as appropriate. The file format of the report is PDF.
References. References and citations should follow the Harvard referencing style standard.
Appendices. In the case that you have additional materials or clarifications, you could
include them as appendices.
Presentation Video. The presentation video is to be included in the ZIP File; or a link to
the video on a non-public Internet location, such as a Dropbox link – the group is
responsible for the link working.
File naming: should be “INFS5720-GroupLable”. Your group has been assigned a group label
on Moodle. Fail to use the correct file naming will lead to a 10% penalty.
Submit 2 files: .PDF and .ZIP. The PDF file refers to your project report. The ZIP file refers
to your presentation video. If you submit a link for your presentation video, please specify the
link in a separate PDF file. Please note that you must make sure that the link works well. Fail
to link to your presentation video will lead to a 0 mark for this assessment item.
Only one submission per group. The project manager (or a delegated person) is to complete
the submission. Fail to comply will lead to a 10% penalty.
5. Diaries and Reflection
An important part of a project is to record and to evaluate the teamwork. The purpose of the
diary is to reflect and learn from the project. The project recommends that each team member
4
keeps a personal diary, and the group to keep a group diary (diaries will be asked for in cases
of disputes) and that the group includes a critical reflection in their report.
Individual Diary
You, as an individual member of a group, are encouraged to keep a diary of your work
activities. The individual dairy should record your work on the assignment and should note
details such as the activities you performed and when you did it. You may also record meeting
notes in the diary. The individual diary is NOT to be submitted with the assignment and will
NOT be marked. The individual diary may be consulted by the LiC in case of group disputes.
Failure to produce an individual diary on request by the LiC will be taken as evidence for a lack
of a structured effort in the project.
Group Diary
Your group’s dairy must record all the activities that take place in completing the assignment.
The group diary is NOT to be submitted with the assignment and will NOT be marked. The
group diary may be consulted by the LiC in case of group disputes.
The format of your group’s diary is up to you, but it should record the following details for
each group activity:
• A group needs to agree on who is responsible for keeping the group diary.
• Record what the activity (meetings, work) entailed.
• Record location, time, date and duration of a group activity.
• Record who was present at the activity.
• For “next actions”: specify who is doing what by when.
• The project manager is responsible for keeping the group diary unless other
arrangements are made within the group.
Within-group Peer Review
Equal contribution of group members is expected. Significantly unequal contributions should
be discussed in due time within the group. In the case that a dispute emerges, the group needs
to discuss with the LiC as early as possible. The purpose of the within-group peer review is to
critically reflect on the group work, to prevent “free-riding” and to redistribute marks between
group members in cases where free-riding or unequal contributions occur. Claims of unequal
5
contributions, especially if contradicting the evaluation of others, will need to be substantiated
with evidence (e.g., group diary, personal diary, meeting notes, emails, Facebook messages).
The LiC will make a final judgement in the case that a dispute emerges, calling in the group,
considering earlier discussions and submitted evidence. Overall, active and genuine
collaboration from each team member will lead to a well-performed team project.
6. Assignment Submission
Assignments are to be submitted via Moodle on or before the day of the deadline. Please do not
leave your submission at the last minutes, which may lead a late submission if you encounter
expected events such as technical issues. Late submissions of assignments are to be avoided,
disrupt the course timelines and are a sign of poor time management. The late submission of
assignments carries a penalty of 10% of the awarded marks for that assignment per day of
lateness, including weekends and public holidays. An extension of time to complete an
assignment may be granted by submitting a Special Consideration in the case of illness or
misadventure. Teams are expected to plan ahead and to be able to balance out a missing
member without an extension.
7. Appendix 1. Data Dictionary
No Name Label Description
1 Cat_AcctActivity Account Activity Level Three-level categorical variable
that codes the activity of each
account.
• X: high activity. The
account enters the current
campaign period with a lot
of products.
• Y: average activity.
• Z: low activity.
2 Cat_CustValue Customer Value Level A five-level (A-E) categorical
variable that codes customer
value. For example, the most
profitable and creditworthy
customers are coded with an A.
3 BinaryTarget Response:
NewPorductAcquiredBinary
A binary target variable.
Accounts coded with a 1
contracted for at least one
product in the previous
campaign season. Accounts
coded with a 0 did not contract
6
for a product in the previous
campaign season.
4 CountTarget Response:
CoutnNewPorducts
The number of financial
services products (count) per
account in the previous
campaign season.
5 DemogPctRetired Demographic: Region
Percentage Retired
The percentage of retired
people in each account’s
demographic region.
6 DemogAe Demographic: Customer
Age
Average age in each account’s
demographic region.
7 IntervalTarget Response: Amount New
Sales
The amount of financial
services product (sum of sales)
per account in the previous
campaign season, denominated
in US dollars.
8 RFM1 Predictor: Average Sales
Past 3 Years Log
Transformed
Average sales amount attributed
to each account over the past
three years.
9 RFM2 Predictor: Average Sales
Lifetime Log Transformed
Average sales amount attributed
to each account over the
account’s tenure.
10 RFM3 Predictor: Average Sales
Past 3 Years Direct Promo
Log Transformed
Average sales amount attributed
to each account in the past three
years in response to a direct
promotion
11 RFM4 Predictor: Last Product
Purchase Amount Log
Transformed
Amount of the last product
purchased
12 RFM5 Predictor: Count Purchased
Past 3 Years Log
Transformed
Number of products purchased
in the past three years.
13 RFM6 Predictor: Count Purchased
Lifetime Log Transformed
Total number of products
purchased in each account’s
tenure.
14 RFM7 Predictor: Count Prchsd
Past 3 Years Dir Promo
Resp Log Transformed
Number of products purchased
in the previous three years in
response to a direct promotion
15 RFM8 Predictor: Count Prchsd
Lifetime Dir Promo Resp
Log Transformed
Total number of products
purchased in the account’s
tenure in response to a direct
promotion
16 RFM9 Predictor: Months Since
Last Purchase Log
Transformed
Months since the last product
purchase
17 RFM10 Predictor: Count Total
Promos Past Year Log
Transformed
Number of total promotions
received by each account in the
past year
7
18 RFM11 Predictor: Count Direct
Promos Past Year Log
Transformed
Number of direct promotions
received by each account in the
past year
19 RFM12 Predictor: Customer Tenure
Log Transformed
Customer tenure in months
20 DemogHomeval Demographic: Region
Median Home Value
Average home value in each
account’s demographic region
21 DemogIncome Demographic: Region
Median Income
Average income in each
account’s demographic region
22 AccountID Account ID An identifier of an account
学霸联盟
“S Bank Campaign: Generating Actional
Insights Using Analytics”
https://mytekrescue.com/benefits-of-effective-marketing-campaigns/
UNSW Business School
School of Information Systems
and Technology Management
1
Team Project Instructions
1. Overview
S bank plans to implement a new round of marketing campaigns. The executives seek help
from an external data analytics team to support decision-making for their campaign activities.
Your team is selected to help S bank generate leads and customers from the campaign. You
need to conduct data analysis and modelling in providing recommendations to the executives
of S bank.
The project will provide you with an opportunity to develop and apply hands-on skills on
various aspects of a business analytics project, ranging from data preparation to
recommendations for decision making. In facilitating you to plan your recommendations for a
marketing campaign, please refer to the source https://www.bloominari.com/blog/how-to-
structure-complete-marketing-campaign-tips-steps
Your assignment is assessed based on a written report and an oral presentation video. The
group will be awarded a group mark as a baseline mark. This baseline mark may or may not
be adjusted for the individual group members subject to your within-group peer review
where applicable.
2. Key Dates
Tasks Due Date
• Team Assignment Report
• Team Presentation Video
11 am Friday 12 November 2021
3. Instructions
Based upon the case study, you have been provided with a dataset titled
VA_SAMPLE_BANKCAMPAIGN, which can be deployed in SAS VA. You are required to
develop a 2500 (maximum) word report for the executives of S Bank.
You need to work collaboratively with your teammates to pinpoint 2-4 prominent and
meaningful issues for S bank to focus on its marketing campaign.
You then should perform descriptive and/or predictive modelling techniques to generate
insights for the issues identified. Please note that your analysis should draw upon the data
2
variables that are available in the VA_SAMPLE_BANKCAMPAIGN data set. Appendix 1
presents a data dictionary of the data set.
In your report, you should cover the following topics:
Executive Summary:
• Summarize the objectives, key topics, and key insights that your report provides to the
executives of S bank.
Business Issues Identification:
• Identify and explain 2-4 key issues that you aim to generate insights for the S bank,
and justify the meaningfulness of the issues to the school.
Modelling Technique Deployment:
• Explain the modelling technique to be deployed and justify your choice;
• Specify the variables for each modelling technique and justify your selection;
• Explain your data preparation such as the investigation of outliers and missing data,
and their corresponding treatment where applicable.
• Interpret modelling outcomes;
• Evaluate modelling performance.
Recommendations:
• Provide actional insights for the executive board members at S bank.
Project Management:
• Develop an overall project management plan that specifies how the overall project
proceeds over time. You can use a Gantt chart or Trello to illustrate the breakdown of
your teamwork over time.
• Provide a critical reflection on the collaboration within your team.
In your presentation, you should develop 7 slides at maximum. Your presentation should stay
within 7 minutes. Fail to follow the page limit and time limit will lead to 10% penalty.
You need to cover the following topics during your presentation:
• Business issues identified;
• Modelling techniques deployed and corresponding results and performance;
• Recommendations for S bank;
• All group members are encouraged but not mandatory to participate in their
presentation.
3
4. Formatting and Deliverables
UNSW Coversheet: Submit your assignment with a signed cover sheet (actual signatures, not
typed, of all group members). Failure to include the UNSW coversheet will lead to a 10%
penalty, and no marks will be released until the coversheet is received.
Length. The total length of the report must not exceed 2500 words. Tables, references,
diagrams, and appendices are not counted towards the word limit. Please note that they should
not be used as a way to extend your word limit.
Cover page: State group member information (i.e., Name, ID) and the word count of your
report.
Table of Contents: Should not exceed one page, restricted to two levels of headings.
Format. You should use headings, sub-headings, page numbers, bullet points, diagrams and
tables as appropriate. The file format of the report is PDF.
References. References and citations should follow the Harvard referencing style standard.
Appendices. In the case that you have additional materials or clarifications, you could
include them as appendices.
Presentation Video. The presentation video is to be included in the ZIP File; or a link to
the video on a non-public Internet location, such as a Dropbox link – the group is
responsible for the link working.
File naming: should be “INFS5720-GroupLable”. Your group has been assigned a group label
on Moodle. Fail to use the correct file naming will lead to a 10% penalty.
Submit 2 files: .PDF and .ZIP. The PDF file refers to your project report. The ZIP file refers
to your presentation video. If you submit a link for your presentation video, please specify the
link in a separate PDF file. Please note that you must make sure that the link works well. Fail
to link to your presentation video will lead to a 0 mark for this assessment item.
Only one submission per group. The project manager (or a delegated person) is to complete
the submission. Fail to comply will lead to a 10% penalty.
5. Diaries and Reflection
An important part of a project is to record and to evaluate the teamwork. The purpose of the
diary is to reflect and learn from the project. The project recommends that each team member
4
keeps a personal diary, and the group to keep a group diary (diaries will be asked for in cases
of disputes) and that the group includes a critical reflection in their report.
Individual Diary
You, as an individual member of a group, are encouraged to keep a diary of your work
activities. The individual dairy should record your work on the assignment and should note
details such as the activities you performed and when you did it. You may also record meeting
notes in the diary. The individual diary is NOT to be submitted with the assignment and will
NOT be marked. The individual diary may be consulted by the LiC in case of group disputes.
Failure to produce an individual diary on request by the LiC will be taken as evidence for a lack
of a structured effort in the project.
Group Diary
Your group’s dairy must record all the activities that take place in completing the assignment.
The group diary is NOT to be submitted with the assignment and will NOT be marked. The
group diary may be consulted by the LiC in case of group disputes.
The format of your group’s diary is up to you, but it should record the following details for
each group activity:
• A group needs to agree on who is responsible for keeping the group diary.
• Record what the activity (meetings, work) entailed.
• Record location, time, date and duration of a group activity.
• Record who was present at the activity.
• For “next actions”: specify who is doing what by when.
• The project manager is responsible for keeping the group diary unless other
arrangements are made within the group.
Within-group Peer Review
Equal contribution of group members is expected. Significantly unequal contributions should
be discussed in due time within the group. In the case that a dispute emerges, the group needs
to discuss with the LiC as early as possible. The purpose of the within-group peer review is to
critically reflect on the group work, to prevent “free-riding” and to redistribute marks between
group members in cases where free-riding or unequal contributions occur. Claims of unequal
5
contributions, especially if contradicting the evaluation of others, will need to be substantiated
with evidence (e.g., group diary, personal diary, meeting notes, emails, Facebook messages).
The LiC will make a final judgement in the case that a dispute emerges, calling in the group,
considering earlier discussions and submitted evidence. Overall, active and genuine
collaboration from each team member will lead to a well-performed team project.
6. Assignment Submission
Assignments are to be submitted via Moodle on or before the day of the deadline. Please do not
leave your submission at the last minutes, which may lead a late submission if you encounter
expected events such as technical issues. Late submissions of assignments are to be avoided,
disrupt the course timelines and are a sign of poor time management. The late submission of
assignments carries a penalty of 10% of the awarded marks for that assignment per day of
lateness, including weekends and public holidays. An extension of time to complete an
assignment may be granted by submitting a Special Consideration in the case of illness or
misadventure. Teams are expected to plan ahead and to be able to balance out a missing
member without an extension.
7. Appendix 1. Data Dictionary
No Name Label Description
1 Cat_AcctActivity Account Activity Level Three-level categorical variable
that codes the activity of each
account.
• X: high activity. The
account enters the current
campaign period with a lot
of products.
• Y: average activity.
• Z: low activity.
2 Cat_CustValue Customer Value Level A five-level (A-E) categorical
variable that codes customer
value. For example, the most
profitable and creditworthy
customers are coded with an A.
3 BinaryTarget Response:
NewPorductAcquiredBinary
A binary target variable.
Accounts coded with a 1
contracted for at least one
product in the previous
campaign season. Accounts
coded with a 0 did not contract
6
for a product in the previous
campaign season.
4 CountTarget Response:
CoutnNewPorducts
The number of financial
services products (count) per
account in the previous
campaign season.
5 DemogPctRetired Demographic: Region
Percentage Retired
The percentage of retired
people in each account’s
demographic region.
6 DemogAe Demographic: Customer
Age
Average age in each account’s
demographic region.
7 IntervalTarget Response: Amount New
Sales
The amount of financial
services product (sum of sales)
per account in the previous
campaign season, denominated
in US dollars.
8 RFM1 Predictor: Average Sales
Past 3 Years Log
Transformed
Average sales amount attributed
to each account over the past
three years.
9 RFM2 Predictor: Average Sales
Lifetime Log Transformed
Average sales amount attributed
to each account over the
account’s tenure.
10 RFM3 Predictor: Average Sales
Past 3 Years Direct Promo
Log Transformed
Average sales amount attributed
to each account in the past three
years in response to a direct
promotion
11 RFM4 Predictor: Last Product
Purchase Amount Log
Transformed
Amount of the last product
purchased
12 RFM5 Predictor: Count Purchased
Past 3 Years Log
Transformed
Number of products purchased
in the past three years.
13 RFM6 Predictor: Count Purchased
Lifetime Log Transformed
Total number of products
purchased in each account’s
tenure.
14 RFM7 Predictor: Count Prchsd
Past 3 Years Dir Promo
Resp Log Transformed
Number of products purchased
in the previous three years in
response to a direct promotion
15 RFM8 Predictor: Count Prchsd
Lifetime Dir Promo Resp
Log Transformed
Total number of products
purchased in the account’s
tenure in response to a direct
promotion
16 RFM9 Predictor: Months Since
Last Purchase Log
Transformed
Months since the last product
purchase
17 RFM10 Predictor: Count Total
Promos Past Year Log
Transformed
Number of total promotions
received by each account in the
past year
7
18 RFM11 Predictor: Count Direct
Promos Past Year Log
Transformed
Number of direct promotions
received by each account in the
past year
19 RFM12 Predictor: Customer Tenure
Log Transformed
Customer tenure in months
20 DemogHomeval Demographic: Region
Median Home Value
Average home value in each
account’s demographic region
21 DemogIncome Demographic: Region
Median Income
Average income in each
account’s demographic region
22 AccountID Account ID An identifier of an account
学霸联盟
