DONOR_RAW Nonprofit donor data

1
DONOR_RAWNonprofit donor data

• DONOR_RAW Overview
• Determine who is likely to donate to a non-profit
  organization campaign and target them for
  donation solicitation
• The scenario is the same as the one that produced
  the data set MYRAW
• This time we have somewhat different data

2
The Scenario

• A nonprofit organization wants to send greeting
  cards to lapsed donors to encourage them to make
  a new donation. The organization wants to build a
  model to predict those most likely to donate. The
  types of information available include
• personal information such as age, gender, and
  income
• past donation information such as average gift
  and time since first donation
• census tract information based on the donors
  address such as the percent of households with at
  least one member that works for the federal,
  state, or local government.

3
The Charity Donation Project
Business
A National veterans organization
From population of lapsing donors, identify
individuals worth continued solicitation.
Objective
Source
1998 KDD-Cup Competition via UCI KDD Archive
4
Data Preparation

Donor Master


Demographics
Raw Analysis Data

95,412 Records 481 Fields
Transaction Detail
5
Additional Data Preparation


Raw Analysis Data
Final Analysis Data (DONOR_RAW)
95,412 Records 481 Fields
19,372 Records 50 Fields
6
Analysis Data Definition
Donor master data
CONTROL_NUMBER
Unique Donor ID
MONTHS_SINCE_ORIGIN
Elapsed time since first donation
IN_HOUSE
1Given to In House program, 0Not In House donor
7
Analysis Data Definition
Demographic and other overlay data
OVERLAY_SOURCE
MMetromail, PPolk, Bboth
DONOR_AGE
Age as of June 1997
DONOR_GENDER
Actual or inferred gender
PUBLISHED_PHONE
Published telephone listing
HOME_OWNER
Hhomeowner, Uunknown
MOR_HIT
Mail order response hit rate
8
Analysis Data Definition
Demographic and other overlay data
CLUSTER_CODE
54 Socio-economic cluster codes
SES
5 Socio-economic cluster codes
INCOME_GROUP
7 income group levels
MED_HOUSEHOLD_INCOME
Median income in 100s
PER_CAPITA_INCOME
Income per capita in dollars
WEALTH_RATING
10 wealth rating groups
9
Analysis Data Definition
Demographic and other overlay data
MED_HOME_VALUE
Median home value in 100s
PCT_OWNER_OCCUPIED
Percent owner occupied housing
URBANICITY
Uurban, Ccity, Ssuburban, Ttown, Rrural,
?unknown
10
Analysis Data Definition
Census overlay data
PCT_MALE_MILITARY
Percent male military in block
PCT_MALE_VETERANS
Percent male veterans in block
PCT_VIETNAM_VETERANS
Percent Vietnam veterans in block
PCT_WWII_VETERANS
Percent WWII veterans in block
11
Analysis Data Definition
Transaction detail data
NUMBER_PROM_12
Number promotions last 12 mos.
Number card promotions last 12 mos.
CARD_PROM_12
97NK
Time
94
97
96
95
98
12
Analysis Data Definition
Transaction detail data
FREQ_STATUS_97NK
Frequency status, June 97
RECENCY_STATUS_96NK
Recency status, June 96
MONTHS_SINCE_LAST
Months since last donation
LAST_GIFT_AMT
Amount of most recent donation
97NK
96NK
Time
94
97
96
95
98
13
Analysis Data Definition
RECENT transaction detail data
RESPONSE_PROP
Response proportion since June 94
RESPONSE_COUNT
Response count since June 94
AVG_GIFT_AMT
Average gift amount since June 94
RECENT_STAR_STATUS
STAR (1, 0) status since June 94
94NK
96NK
Time
94
97
96
95
98
14
Analysis Data Definition
RECENT transaction detail data
CARD_RESPONSE_PROP
Response proportion since June 94
CARD_RESPONSE_COUNT
Response count since June 94
CARD_AVG_GIFT_AMT
Average gift amount since June 94
94NK
96NK
Time
94
97
96
95
98
15
Analysis Data Definition
LIFETIME transaction detail data
PROM
Total number promotions ever
GIFT_COUNT
Total number donations ever
AVG_GIFT_AMT
Overall average gift amount
PEP_STAR
STAR status ever (1yes, 0no)
94NK
96NK
Time
94
97
96
95
98
16
Analysis Data Definition
LIFETIME transaction detail data
GIFT_AMOUNT
Total gift amount ever
GIFT_COUNT
Total number donations ever
MAX_GIFT
Maximum gift amount
GIFT_RANGE
Maximum less minimum gift amount
94NK
96NK
Time
94
97
96
95
98
17
Analysis Data Definition
KDD supplied LIFETIME transaction detail data
FILE_AVG_GIFT
Average gift from raw data
FILE_CARD_GIFT
Average card gift raw data
MONTHS_SINCE_FIRST
First donation date from June 97
MONTHS_SINCE_LAST
Last donation date from June 97
94NK
96NK
Time
94
97
96
95
98
18
Analysis Data Definition
Transaction detail data target definition
TARGET_B
Response to 97NK solicitation (1yes 0no)
TARGET_D
Response amount to 97NK solicitation (missing if
no response)
97NK
Time
94
97
96
95
98
19
PR1 assignment

• Use the DONOR_RAW data table, found in the
  C\4520data folder of the SAS EM5.3 server
• Follow the analysis steps shown in the Getting
  Started with SAS Enterprise Miner text, pp.23-44,
  to start a new analysis project and make a Data
  Source called DONOR_RAW available.
• Then follow pp. 45-60. Generate descriptive
  statistics (pp. 46-51), create exploratory plots
  (pp. 51-53), partition the raw data (pp. 54-55),
  explore missing values (pp. 55-58), and replace
  observations with unknown levels (pp. 58-60).
  Handout PR1 lists exactly what you need to turn
  in.