Identify at least four campaign strategies, such as who should be contacted, how to contact them, and when to contact them.

Case Study 1 [20 Marks] - Bank Marketing Campaign for Intelligent Targeting

In this case study, envision yourself as a junior business analyst collaborating with the marketing team to analyse and determine the best campaign strategy for a bank aimed at attracting customers to open term deposits. Successful marketing campaigns are characterised by their focus on customer needs and overall satisfaction. However, several variables play a pivotal role in determining the success of a marketing campaign. We must carefully consider the following variables when crafting a marketing campaign

Task 1.1 (5 Marks): Investigate whether there is a significant age distribution difference between clients who make a deposit and those who do not.

Task 1.2 (5 Marks): Analyse whether a client`s job or career has an impact on their likelihood to make a deposit.

Task 1.3 (5 Marks): Explore how the duration of the last contact influences the campaign`s success.

Task 1.4 (5 Marks): Identify at least four campaign strategies, such as who should be contacted, how to contact them, and when to contact them. Present your findings in the form of a dashboard in Tableau

Case Study 2 [20 Marks] - Sports Analytics for Informed Decision Making

In this case study, you will take on the role of an analyst consultant working closely with the manager of a soccer team. Your objective is to explore the Soccer Match Dataset (available on LMS) and help the team manager to make informed decisions.

The Soccer Match Dataset is a comprehensive collection of spatio-temporal events that occur during an entire season of seven soccer competitions, including La Liga, Serie A, Bundesliga, Premier League, Ligue 1, FIFA World Cup 2018, and UEFA Euro Cup 2016.

This dataset offers valuable insights into various aspects of soccer matches, such as passes, shots, fouls, and more, and contains information about position, time, outcome, player, and other characteristics. The Soccer Match Dataset comprises two distinct datasets: the Player dataset (players.csv) and the Event dataset (events.csv)

Task 2.1 (5 Marks): The manager is searching for a skilled goalkeeper to join the team. Generate visualisations ranking goalkeepers based on the number of save attempts they made and highlight the top 5 goalkeepers with the most save attempts. Your visualisations should enable users to access player attributes, including weight, height, full name, and nationality, by hovering over the players of interest.

Task 2.2 (5 Marks): Lionel Messi (wyId: 3359) and Cristiano Ronaldo (wyId: 3322) are two of the greatest soccer players. Compare the game performance (e.g., the number of shots and number of passes) and physical characteristics (e.g., height, weight, and dominant foot) of Lionel Messi and Cristiano Ronaldo, to aid the manager in deciding between the two legendary players for potential recruitment.

Task 2.3 (5 Marks): The manage is interested in the potential impact of players` physical characteristics on their game performance. Create visualisations to investigate the correlations between players` physical characteristics (e.g., height, weight, and dominant foot) and their game performance (e.g., the number of passes, number of shots, and number of free kick).

Task 2.4 (5 Marks): Develop a Tableau dashboard to be used by the manager for future reference. Your dashboard should enable the manager to (1) rank players based on a selected event type (focusing on Pass, Shot, Free Kick, Foul, Offside) and (2) compare game statistics between the first half (1H) and second half (2H) of matches, based on a selected event type (Pass, Shot, Free Kick, Foul, Offside).

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