This project focuses on analyzing financial data from Rocket Mortgage to build a data-driven marketing strategy. The goal was to uncover borrower behavior patterns, enhance segmentation, and support smarter marketing decisions through data.
The dataset includes the following six tables:
BorrowersAssetsLiabilitiesCreditReportsIncomeMortgage
- Analyze borrower profiles and financial health
- Create interactive Power BI dashboards for decision-making
- Derive insights to support customer segmentation and reduce churn
- Build strategic recommendations based on data-driven findings
- Power BI – For dashboard and KPI visualization
- SQL – For joining and querying complex relational data
- Excel – For preliminary data exploration and clean-up
- Business Analytics – Customer segmentation, risk assessment
- (Optional) Python – For advanced EDA or statistical modeling
- Identified borrower segments based on income, credit scores, and liabilities
- Correlated credit health with mortgage approval likelihood
- Suggested marketing campaigns tailored to customer financial profiles
- Built dashboards to visualize loan performance, trends, and risk groups
RocketMortgage_Proposal.pdf– Project scope and goalsFinal_Report.pdf– Deep dive analysis and insightsPowerBI_Dashboard.pbix– Interactive visual dashboardPresentation.pptx– Stakeholder-facing summary slides
- Enabled smarter targeting through data-backed segmentation
- Equipped marketing teams with ready dashboards
- Offered practical insights for product refinement and customer retention
- Marketing Teams – For targeting and personalization
- Finance Teams – To assess borrower risk and performance
- Executives – To monitor trends and align strategy
- Product Teams – To build features aligned with user behavior