A Comprehensive Campaign Performance Analysis

Introduction:

A UK-based clothing store launched targeted marketing campaigns for the Spring, Fall, and Summer seasons across Facebook, Pinterest, and Instagram, focusing on three major cities: London, Birmingham, and Manchester—the campaigns aimed to promote discounts and the latest clothing collections, targeting desktop and mobile users.

Objective:

To analyze daily performance metrics across various dimensions, including impressions, clicks, CTR, CPC, spend, conversions, total conversion value, likes, shares, and comments, and to provide insights into the effectiveness of each campaign across different channels, locations, devices, and ad types.

Tools Used:

Tableau

Data Preparation & Modelling:

The data was pretty much clean but it required data type changes.

Data Analysis and Visualization:

Dashboard Designing - I went on to create 3 pages, one to display the KPI overview and the trends over time (choose to use filters), another 2 for showing the various metrics across different dimensions.

Insights & Analysis:

Facebook leads in impressions, clicks, and engagement rates across all campaigns, making it the strongest channel for overall reach and user interaction.

Instagram excels in click-through rates (CTR) and conversions, especially during high conversion periods such as the Fall campaign, and shows strong engagement, particularly with discount ads.

Pinterest has lower impressions and clicks compared to Facebook and Instagram but shows promising results with a high conversion rate and return on ad spend (ROAS), especially during the Summer campaign.

London leads in impressions and clicks across all campaigns, showing strong engagement and competitive conversion rates. It's the top-performing location for reach and user interaction.

Birmingham shows the highest conversion rates and ROAS, particularly during the Fall campaign, but has lower overall impressions and clicks.

Manchester performs well in conversions and engagement, with strong click-through rates and competitive ROAS.

Desktop shows higher click-through rates (CTR) and conversion rates, particularly during the Fall campaign. It also has the highest return on ad spend (ROAS) and strong engagement.

Mobile leads in impressions and clicks, indicating broader reach and high engagement rates. However, it has slightly lower CTR and conversion rates compared to desktop.

Collection Ads perform best on Facebook, showing the highest engagement. Instagram also shows strong performance, with Pinterest being competitive.

Discount Ads perform exceptionally well on Instagram, leading in engagement. Facebook also shows strong performance, with Pinterest being competitive.

Recommendations:

Channel Strategy:

• Leverage Facebook for reach and engagement.
• Utilize Instagram for high CTR and conversions.
• Explore increasing impressions on Pinterest.

Location Strategy:

• Maintain strong focus on London.
• Increase visibility and spend in Birmingham.
• Capitalize on Manchester's strong conversions.

Device Strategy:

• Optimize desktop campaigns for high conversions.
• Enhance mobile ad creatives for improved CTR and conversions.

Ad Type Strategy:

• Promote collections on Facebook.
• Focus discounts on Instagram.
• Align ad creatives with platform strengths.

Strategic Actions:

Budget Allocation

Adjust the budget allocation based on performance insights. Increase spend during peak performance periods and optimize resource distribution across channels, locations, devices, and ad types.

Reallocate funds from lower-performing segments to high-performing ones to maximize overall campaign efficiency.

Content Optimization

Tailor ad content to the strengths of each platform and device. Use interactive and engaging content to boost engagement and conversions.

Continuously update and test ad creatives to keep content fresh and relevant.

Landing Page and Conversion Optimization

Ensure a seamless user experience from ad click to conversion. Optimize landing pages for both desktop and mobile devices to develop more sales.

Use A/B testing to find the most effective landing page designs and content.

Continuous Monitoring and Testing

Regularly monitor key metrics and conduct A/B testing on ad creatives, targeting, and bidding strategies.

Continuously optimize campaigns based on performance data, focusing on areas with the highest return on investment.

Conclusion:

This project was a great experience in terms of analysing Marketing campaign and to be honest a refresher to work on tableau and learn even more nuances.