Assignment 4 relates to the specific course learning objectives 1, 2 and 4 and associated MBA program learning goals and skills: Global Content, Problem solving, Change, Critical thinking, and Written Communication at level 3.
1. demonstrate applied knowledge of people, markets, finances, technology and management in a global context of business intelligence practice (data warehouse design, data mining process, data visualisation and performance management) and resulting organisational change and how these apply to implementation of business intelligence in organisation systems and business processes
2. identify and solve complex organisational problems creatively and practically through the use of business intelligence and critically reflect on how evidence based decision making and sustainable business performance management can effectively address real world problems
4. demonstrate the ability to communicate effectively in a clear and concise manner in written report style for senior management with correct and appropriate acknowledgment of main ideas presented and discussed.
The key frameworks, concepts and activities covered in modules 2–12 and more specifically modules 6 to 12 are particularly relevant for this assignment. This assignment consists of three tasks 1, 2 and 3 and builds on the research and analysis you conducted in Assignment 2.
Task 1 is concerned with developing and evaluating a model of key factors for predicting for whether bank customers are likely to respond positively a marketing campaign for a new product – a new term deposit with a bank.
Task 2 is concerned with the key opportunities and challenges associated with the utilisation of big data analytics and in particular sentiment analysis.
Task 3 is concerned with performance management and provides you with the opportunity to design and build an interactive sales performance dashboard with drill down capability using Tableau 8.3 Desktop software.
Task 1 (Worth 40 marks)
The goal of task 1 is to predict the likelihood of a bank customer responding positively to the marketing campaign for a bank product – a bank term deposit. The bank data set for Assignment 4 Task 1 is derived from the direct marketing campaigns of a Portuguese banking institution. The marketing campaigns were based on phone calls to bank customers. Often, more than one contact to the same client was required, in order to assess if the new bank product (bank term deposit) would be (or not) subscribed. Hence the question we trying to answer: Is Customer is likely to respond positively to marketing campaign for a bank product – a bank term deposit.
In Task 1 of this Assignment 4 you are required to follow the six step CRISP DM process and make use of the data mining tool RapidMiner to analyse and report on the bank_train. csv and bank_test.csv data sets provided for Assignment 4. You should refer to the data dictionary for bank_train.csv (see Table 1 below). In Task 1 and 2 of Assignment 4 you are required to consider all of the business understanding, data understanding, data preparation, modelling, evaluation and deployment phases of the CRISP DM process.

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