Bank telemarketing campaigns often experience low subscription rates due to customer heterogeneity and severe class imbalance, which pose challenges for reliable predictive modeling. This study investigates a data-driven approach that integrates synthetic minority oversampling and cost-sensitive learning to improve the prediction of telemarketing outcomes. Experiments are conducted using the Portuguese Bank Marketing dataset, comprising 41,188 instances with a positive response rate of 11.3%. Eight machine learning models are evaluated under a unified preprocessing pipeline and five-fold stratified cross-validation, including Logistic Regression, Decision Tree, Random Forest, and Ensemble methods. The results show that Ensemble models, particularly CatBoost, XGBoost, and LightGBM, achieve improved performance compared with traditional baselines, with notable gains in minority-class recall and overall discrimination ability. The best-performing model attains an F1-score of 0.540, a recall of 0.812 for the positive class, and a ROC–AUC of 0.908. To enhance interpretability, SHAP-based analysis is applied to quantify feature contributions, identifying campaign duration, previous contact outcomes, and selected macroeconomic indicators as key predictors. These findings indicate that combining resampling strategies with cost-sensitive optimization provides a robust and transparent approach for learning from imbalanced telemarketing data, thereby supporting reproducible and data-driven financial decision-making by explicitly addressing difficulty in minority-class identification under imbalance and class imbalance under cross-entropy training in imbalanced banking data.
Dong et al. (Sat,) studied this question.