Analyze marketing campaign performance across channels, audiences, and funnel stages to evaluate ROI, cost efficiency, and conversion effectiveness. The goal is to identify high-performing strategies and provide data-driven recommendations for budget allocation and optimization.
The dataset contains campaign-level marketing data, including impressions, clicks, conversion rate, acquisition cost, engagement score, ROI, customer segments, and campaign attributes such as channel, campaign type, duration, location, and company.
- CTR (Click-Through Rate)
- CPC (Cost per Click)
- CPA (Cost per Acquisition)
- Conversion Rate
- ROI (Return on Investment)
- Overall ROI is exceptionally strong (~500%), indicating a highly profitable marketing mix.
- Influencer campaigns generate the highest conversions and ROI.
- YouTube and Instagram provide the most cost-efficient customer acquisition.
- Email campaigns convert well but incur higher CPA.
- Performance varies by funnel stage rather than showing strong linear correlations.
The dashboard provides:
- Executive performance snapshot
- Channel and campaign performance comparison
- Funnel efficiency analysis
- Audience and engagement insights
- Strategic recommendations
(Screenshots available in the dashboard/screenshots folder)
- Python (Pandas, NumPy, Matplotlib)
- tableau
- GitHub