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Enriched UCI Bank Marketing Data
Finance & Banking Analytics
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About
Captures data related to telephone sales campaigns conducted by a banking institution, focusing on whether clients ultimately subscribed to a term deposit. The information combines detailed bank client demographics and attributes, specific details regarding the current and previous marketing contacts, and five external social and economic context features. These national-wide indicators were sourced from the Banco de Portugal, enriching the classic marketing data structure by providing external macroeconomic context relevant to the campaign's success. The primary objective of the data is to allow for the prediction of term deposit subscription success.
Columns
The data includes 21 attributes, classified into client information, campaign contact details, macroeconomic indicators, and the target output:
Bank Client Data:
- age: The age of the client (numeric).
- job: The type of job (e.g., "admin.", "blue-collar", "management", "retired", "student").
- marital: The client's marital status ("divorced" includes widowed).
- education: The client's educational background (e.g., "basic.4y", "high.school", "university.degree").
- default: Indicates whether the client has credit in default.
- housing: Indicates whether the client has a housing loan.
- loan: Indicates whether the client has a personal loan.
Contact of Current Campaign:
- contact: The communication method used ("cellular" or "telephone").
- month: The month of the year of the last contact.
- day_of_week: The day of the week of the last contact.
- duration: The last contact duration in seconds (note: this should usually be discarded for realistic predictive models as it is unknown before the call ends).
Other Attributes:
- campaign: The total number of contacts performed during this campaign for the client.
- pdays: The number of days passed since the client was last contacted from a previous campaign (999 denotes the client was never previously contacted).
- previous: The total number of contacts performed before this specific campaign.
- poutcome: The outcome of the previous marketing campaign ("failure", "nonexistent", or "success").
Social and Economic Context Attributes (National Indicators):
- emp.var.rate: Employment variation rate (quarterly indicator, numeric).
- cons.price.idx: Consumer price index (monthly indicator, numeric).
- cons.conf.idx: Consumer confidence index (monthly indicator, numeric).
- euribor3m: Euribor 3 month rate (daily indicator, numeric).
- nr.employed: Number of employees (quarterly indicator, numeric).
Output Variable (Target):
- y: Whether the client has subscribed to a term deposit (binary: "yes" or "no").
Distribution
This dataset typically contains approximately 12,543 records, featuring 21 attributes (20 input variables and one output target). The data is usually supplied in a CSV format. A sample file size is around 1.49 MB. The source material indicates that certain columns contain categorical strings while others are numeric indicators.
Usage
This data is ideal for developing and evaluating classification algorithms to determine customer propensity for term deposit subscription. Specific applications include:
- Developing predictive models for marketing success.
- Performing data analytics to understand which demographic or contact variables lead to conversions.
- Benchmarking different machine learning models using the provided attributes, including the time-sensitive 'duration' variable.
- Studying the correlation between national economic indicators and client uptake of financial products.
Coverage
The dataset's coverage is centred on a banking campaign operating within a country that has a population of approximately 10 million. The data encompasses various time frames, including daily (Euribor rate), monthly (price index, contact month), and quarterly (employment rates) indicators, alongside client-level attributes such as age, job type, and marital status.
License
CC0: Public Domain
Who Can Use It
- Data Scientists: To build and refine classification models predicting client subscription behaviour.
- Marketing Strategists: To gain insight into optimal contact methods, timing, and target demographics for future sales campaigns.
- Academics and Economists: To research the socioeconomics driving bank product uptake, particularly how national economic stress or confidence impacts individual financial decisions.
Dataset Name Suggestions
- Socioeconomic Context Bank Marketing Data
- Term Deposit Campaign Outcome Predictor
- Bank Telemarketing Success Rate
- Enriched UCI Bank Marketing Data
Attributes
Original Data Source: Enriched UCI Bank Marketing Data
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