Credit Card Customer Analytics

Advanced Excel End-to-End Business Intelligence Project

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Business Problem

Banks need to understand customer profitability, churn risk, and spending behavior in order to make data-driven strategic decisions.
This project analyzes credit card customer data to identify risk segments, revenue opportunities, and optimization strategies using advanced Excel analytics techniques.

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Dataset

The analysis is based on 10,127 credit card customers including:

• Demographic attributes
• Financial variables (credit limits, balances, payments)
• Behavioral indicators (transaction volume, utilization patterns)
• Customer activity metrics

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Analytical Workflow

The project follows an end-to-end analytical pipeline:

• Data cleaning and transformation using Power Query
• Data modeling and KPI calculation
• Customer segmentation and behavioral analysis using Pivot Tables
• Scenario and optimization analysis using Goal Seek and Solver
• Executive dashboard design for decision-makers
• Automated reporting infrastructure using Excel VBA

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Key Insights

• Overall customer churn rate is 16.07%
• Loyal customer segments generate significantly higher revenue contribution
• High-risk customers show lower transaction volume and weaker payment behavior
• Credit limit increases show a direct positive relationship with transaction volume
• Achieving 85M TL transaction volume requires approximately 90.6% credit limit optimization
• Reaching 1.5M TL monthly revenue requires approximately 23,957 active customers

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Strategic Recommendations

• Implement segment-based targeted campaigns to increase customer lifetime value
• Apply risk-focused preventive actions for high-risk customers
• Optimize credit limit strategies to drive transaction growth
• Use the automated dashboard for continuous decision-support monitoring

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Tools & Technologies

• Microsoft Excel (Advanced)
• Power Query
• Pivot Tables & Advanced Formulas
• Goal Seek & Solver
• VBA Automation

Project Structure

credit-card-customer-analytics-excel
│
├── README.md
└── case_study_01_credit_card_customer_analytics
    ├── excel_model
    ├── dashboards
    ├── reports
    └── documentation
        └── data_dictionary.txt