Anticipating preferences with classification

In this tutorial, you will step into the role of a marketing analyst working for a mid-sized national consumer bank, offering services such as accounts, personal loans, and mortgages to around 300,000 customers in the country. The bank is currently trying to launch a new type of low-cost savings account, providing essential services and a pre-paid card that can be fully managed online. The product manager of this new account is not very pleased with how things are going and invites you to join a review meeting. You can see he is tense as he presents the outcome of a pilot telemarketing campaign run to support the launch. As part of this pilot, 10,000 people were randomly selected among the full bank customer base and were phoned by an outbound call center. The outcome was apparently not so bad: 1,870 of the contacted customers (19% of the total) signed up for a new account. However, the calculation of the Return On Investment (ROI) pulled...