MARKETING PERFORMANCE REPORT

As marketing data continues to grow in complexity, understanding cross-channel performance becomes crucial. Over the weekend, I decided to work on a marketing dataset to showcase my expertise in marketing performance analytics. Honestly, I didn’t spend too much time on data cleaning beyond removing duplicate values, using Find and Replace for sorting irrelevant entries, and setting the correct data types. I also created a dimension Date table and established relationships with the main for data optimization. Additionally, I used Power BI’s Field Parameter function to provide deeper insights where necessary.

Below are the business questions I addressed:

Questions

Campaign Performance: · Which campaign generated the highest number of impressions, clicks, and conversions? · What is the average cost-per-click (CPC) and click-through rate (CTR) for each campaign?

Channel Effectiveness: · Which channel has the highest ROI? · How do impressions, clicks, and conversions vary across different channels?

Geographical Insights: · Which cities have the highest engagement rates (likes, shares, comments)? · What is the conversion rate by city?

Device Performance: · How do ad performances compare across different devices (mobile, desktop, tablet)? · Which device type generates the highest conversion rates?

Time Series Analysis: · Are there any noticeable trends or seasonal effects in ad performance over time?

Answers/Insights

Campaign Performance: · The Fall campaign generated the highest number of impressions at 6.4 million, clicks at 85,120, and conversions at 14,886. The average Cost per Click (CPC) across campaigns was £0.9, while the Click-Through Rate (CTR) was 1.24%.

Channel Effectiveness: · Pinterest produced the highest Return on Investment (ROI) at 2151%. In terms of impressions per channel, Facebook led with 5.4 million impressions, while Pinterest had the least with 4.3 million. Despite this disparity in impressions, Facebook and Instagram had similar click counts at 69,999, with Pinterest following at 43,000. Conversion rates across channels were fairly similar.

Geographical Insights: · Birmingham recorded the highest engagement rate at 5.99% and also led in conversion rate at 28.9%. London had the lowest rates in both engagement and conversions.

Device Performance: · Mobile recorded the highest number of impressions at 8.8 million, followed by Desktop at 5.8 million. However, Desktop had a higher conversion rate at 23%, compared to 20% for Mobile, highlighting desktop’s superior conversion efficiency.

Time Series Analysis:

· In terms of seasonal trends, Engagement Rate and Conversion Rate peaked in June at 34.3% and 8.4% respectively, with the lowest levels observed around September. During this period, we observed a direct relationship between engagement and conversion rates, suggesting that higher engagement positively impacts conversions.

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