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EDA & Segmentation

Indonesian Investment Platform Startup

Maria Ratna Puspitasari

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Link to Google Colab

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Business Problem

Provide segmentation and provide communication recommendations for the theme of the new government bond investment product campaign that will be developed by the company in the second week of October

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Exploratory Data Analysis

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  1. Number of User Per Month

From 2 Months data, August users are about 3075 users and September user are 8277 users

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2. Number percentage of User based on gender

The most user is male with 63% from total users.

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2. Occupation type per Gender in August and September 2021

The most user is Male Student, the second is female students and the third is male employee

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3. Average AUM per user

The biggest mutual fund average AUM in is Mixed Mutual fund in August 2021

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4. New User Daily Trends in August and September 2021

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As we can see the growth of new users during August and September fluctuated and reached its peak on August 29, 2021

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5. Daily Transaction Count

The number of daily transactions looks fluctuating. However, our users tend to make transactions (buy/sell) at the beginning of each week (Monday). And rarely do transactions on weekends. It's natural to expect zero deals on the weekend as no deals can be made as the market is closed.

The number of daily transactions in mixed mutual funds is very small compared to other types, we need to separate the plot of mixed mutual funds to make it clearer.

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6. Mixed Mutual Fund Daily Transaction Count

It can be seen that there is no specific pattern in mixed mutual fund transactions.

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Segmentation

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Result of Clustering

LONG TERM INVESTOR

This Cluster has the biggest invested amount among the other cluster. The most invested amount is Bond Mutual Fund

#1

  • Offer more benefit on bond mutual fund and money market mutual funds
  • Give more insight about the other type of mutual funds.

CASUAL INVESTOR

Moderate investor, the second biggest invested amount. Most transaction is on stocks however biggest invested amount is Bond mutual fund

#2

  • Offer promotion on mixed mutual fund to increase number of transaction since this cluster still has small number of transaction on mixed mutual fund

YOUNG ADULT INVESTOR

The third biggest invested amount. All user is student and male. Most invested amount is Money Market Mutual Fund and most transaction is on stocks

#3

  • Give insight or promotion about other type of mutual fund to widen the portofolio.

YOUNG INVESTOR

The fourth biggest invested amount but has big gap with the third. Kind of newbie but number of transaction already big and has the most invested amount on bond mutual fund

#4

  • Offer more benefit on money market with large transaction to increase the number of transaction

NEWBIE INVESTOR

Newbie Investor, small number of transaction and small invested amount.

#5

  • Give more promotion on large transaction to push more amount invested transaction since this cluster has the smallest invested amount and number of transactions

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Recommendation about Government Bond Investment

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This new investment has almost the same characteristics as bond mutual funds.

So we can try to create a campaign or promotion by sending advance notification via email or our app about this new investment.

Based on our analysis above, the most suitable cluster for this new investment is 'Long Term Investors'.

Users in this cluster have large investments in bond mutual funds, and also frequently make transactions in other types of mutual funds. So they will not hesitate to try other new investments

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