Santander Consumer Finance incontra i propri clienti: Data Strategy e le sue potenziali applicazioni nelle scelte di business

The drive of this thesis arises from the partnership with Santander Consumer Bank, in the context of the Campus Santanderinitiative. The aims of this dissertation are multiple: studying how Santander Consumer Bank has applied and implemented Data Strategy and Data Governance policies and then analysing how they could potentially be used in business choices. At first, it will be investigated whether customers requesting a loan to buy or rent a vehicle are treated more favourably than they should be, based on their own observable characteristics; secondly, it will be mapped clients' preferences between different type of vehicle, loan and brand; finally, it will be studied whether customers sign a new contract, after having repaid their previous loan, with the objective of predicting attritions and guiding Santander Consumer Finance's customer relationship management.