EMI Tenure Affinity Testing – A/B Testing

This project is designed to expose the learners to various data visualization techniques and A/B testing to validate hypotheses.

EMI Tenure Affinity Testing - A use case for A:B Testing
  • 1 bar graph
    Difficulty: Beginner

    No prior knowledge or experience with data required.

  • Asset 1
    Duration: Approximately 2 hours

Case Overview

  • A/B testing, commonly referred to as split testing, is the technique of comparing the conversion rates of two versions of the same web page that are displayed simultaneously to distinct groups of website users.
  • For a debt collections company identifying the right offering to each customer is a key component in an effective call planning strategy. Marketers spend hundreds of billions each year on marketing campaigns aimed at attracting, retaining and upselling customers.
  • Despite this huge investment, determining the efficacy of these initiatives and how they can be upgraded can be incredibly difficult.
  • Learn how A/B Testing can be used by a debt management firm to find out the effectiveness of the EMI tenure strategy.

What’s included


Lifetime Access

Access this project for life once completed


Flexible Scheduling

Start learning online immediately, at your own pace


Desktop Only

We recommend completing this project on a desktop

Skills You Will Learn

Data Management

Data Visualization

Business Analysis

Statistical Analysis

Hypothesis Testing

A/B Testing

Chi-Square Test

Associated Learning Tasks

Case Context

  • The primary objective of this case is to ascertain the response of people under the age of 45 and those over the age of 45 to two distinct campaigns with varying EMI terms.
  • A common approach for determining the Return on Investment (ROI) of an advertisement is to conduct an A/B test.
  • A/B tests help marketing companies target customers with two distinct intervention strategies.

  • Campaign A has a 12-month, 24-month, and 36-month EMI period, while Campaign B has a 48-month, 60-month, and 72-month EMI period, respectively.
  • The case has a systematic experimental investigation for a debt management firm to find out the effectiveness of the?EMI tenure strategy.
  • Two campaigns were run, each with a unique EMI structure and targeting a different age group.

  • This measurement can be used for not only validating whether a particular customer should be granted loans or not but also helps in calculating loans for each of the applicant.
  • By comparing two versions of EMI, A/B testing allow banks to compute and offer most?effective EMI option to the customers.
  • Helps organisations to cater customer specific needs.

How it Works

Learn new skills that will boost your career by enrolling in courses across data analytics, data science, ML and AI. These courses will utilize readings, videos, quizzes, data cases, and even coding exercises to teach you skills and concepts in a way that will solidify your new knowledge for hands-on application.

With our hands-on projects, you will take your newly learned skills along with our 750+ low-code/no-code functions and embedded coding console to complete milestone-based projects. Once completed, you will have effectively applied new skills and concepts to real-world data cases that can be translated directly into your career.

Complete assessments and track your progress in real-time to benchmark your proficiency in relation to key functional areas. As you progress through your courses, our patented platform will utilize ML and AI to record and analyze your inputs and output to provide active feedback and recommendations that will help you learn more effectively than the standard Letter Grade system used today.

Complete courses to earn sharable certificates and badges. These awarded items will be look great in your portfolio as you showcase your skills and project experience to employers and colleagues.

“Rolai provides contextual upskilling opportunities … on one single platform.”

Sundar Ramamoorthy
Managing Director of Solutions.AI, Global Products & Delivery Lead at Accenture

“An excellent tool for anyone who wants to quickly learn the ropes.”

Sanket Kawde
Head Data and Analytics at CitiBank India

“Rolai is the best program available for someone looking to enhance their skills”

Connor McEachron
Planning & Analytics @ Brooks Brothers

“Great way to learn data analytics and data science”

Balaji Reddy
Manager – Applications Development

“The courses were excellent and covered topics that I didn’t expect”

Aadarsha G
Student At Ohio Wesleyan University
All the Most Frequently Asked Questions

What People Are Asking About Data Education

Rolai’s patented process provides a personalized learning process for each user. Rolai goes deeper than simply learning concepts and testing your skills. At Rolai, learners can apply their skills to actual industry use cases and projects.

Our courses include readings, videos, quizzes, and hands-on data cases that are completed using our virtual lab; give learners an applied learning experience.

No additional tools are needed to begin learning with Rolai. Our virtual lab contains the necessary data workspace and an embedded coding console.

  • We have internal SMEs across industries and domains that we work with to develop relevant content and assure quality datasets and problem statements.
  • We also work with enterprises and universities to develop new content directed towards their industry and expertise.