Demystifying Marketing Campaigns

Excel Highlights:

-Removed the outliers from "Year Birth" and "Age" columns after executing validation checks on it. -Created "Age Category" column to serve as bins for analyzing the distribution. -Cleansed "Education" and "Marital Status" columns and substituted the relevant values in both columns. -Filled "Income" blanks with average income values by "Marital Status" and "Education" columns using pivot table and VLOOKUP.

Power BI Insights: This time I went with Dark-themed dashboard with SVG image placeholders.

-Field parameters for flexible data exploration using different category and metric.

-Conditional formatting for interactive charting using DAX based on the selections of those parameters. Dynamic title and subtitle of the same chart based on those selections as well.

-Unpivoted the data to reveal top sellers. Custom labels using DAX to show amount spent along with percentage.

-Unpivoted the numerical columns of campaigns and visualized acceptance and conversion rates using heatmap and charts.

-Visualized the last marketing campaign to analyze the factors which contributed to its high conversion rate.

-Created a calculated column of "HighSpenders" for those customers which spent more than average amount spend. Visualized those customers which are high spenders but never accepted any campaign.

The results: -The insights revealed that the Majority of customers are in Spain, aged 30-80.

-27.2% accepted/responded to campaigns.

-The number of sales by channel: In-store > Web > Catalogue.

-Top products: Wine and meat for top age groups.

-Most responsive to campaigns: Middle Age(40-59) and Early Elders(60-80).

-The last campaign "LstCmp" had the highest conversion rate and "Cmp2" observed the lowest conversion rate.

-"LstCmp" campaign excelled in Spain with most acceptances from Middle Age(40-59) and Early Elders(60-80). The average income of the last campaign's respondents was "50.75k".

Recommendations:

-For existing customers, it's recommended to target the customers belonging to specific age groups and are "High Spenders" but have never accepted any campaign.

-For new customers, it's suggested to target the customers of specific age groups who have average income ">50k" or can be labelled as "HighSpenders".