Marketing Performance Analysis

Task

Build a Tableau dashboard to help the marketing team evaluate the performance of paid traffic from different sources.
Analyze traffic performance, provide insights, and suggest hypotheses for optimization.

Data

Table campaign_performance:

• date — campaign activity date
• media_source — traffic source
• campaign_id — campaign ID
• spend — ad spend (USD)
• impressions — number of ad impressions
• clicks — number of ad clicks
• installs — number of app installs from the campaign

Table user_revenue:

• user_id — unique user ID
• first_purchase_date — date of first subscription purchase
• total_revenue — actual revenue from this subscription
• campaign_id — ID of the campaign the user came from
• forecasted_revenue_12m — forecasted revenue for month 12 of the subscription lifecycle

Dashboard

🔗 View interactive Tableau dashboard

Deliverables

• Interactive Tableau dashboard
• Data files in data/ folder

Tools

• Tableau

Key Insights

• Apple Search Ads shows higher ROI (46%) and forecasted ROI (131%) than Facebook (22% / 56%) with similar spend, while generating fewer installs.
• Shifting budget toward Apple Search Ads may improve profitability, while Facebook can support broader reach.