Visualization and analysis in bank direct marketing prediction

Abstract

Gaining the most benefits out of a certain data set is a difficult task because it requires an in-depth investigation into its different features and their corresponding values. This task is usually achieved by presenting data in a visual format to reveal hidden patterns. In this study, several visualization techniques are applied to a bank's direct marketing data set. The data set obtained from the UCI machine learning repository website is imbalanced. Thus, some oversampling methods are used to enhance the accuracy of the prediction of a client's subscription to a term deposit. Visualization efficiency is tested with the oversampling techniques' influence on multiple classifier performance. Results show that the agglomerative hierarchical clustering technique outperforms other oversampling techniques and the Naive Bayes classifier gave the best prediction results.