This project analyzes over 200,000 marketing campaigns to uncover patterns in ROI, audience engagement, conversion, and campaign effectiveness using Excel pivot tables, slicers, and dynamic dashboards.
- Microsoft Excel
- Pivot Tables
- Slicers (for Channel, Campaign Type, Location, Duration)
- KPI Cards
- Combo Charts, Bar Charts, Line Charts
- Dashboard Visualizations
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Average ROI by Campaign Type
Influencer, Search, and Display campaigns recorded the highest ROI. Influencer campaigns led with 5.011, showing their strong return potential. -
Average Conversion Rate by Channel
Email and Google Ads outperformed other channels with a conversion rate above 8.0%, making them highly effective for driving actions. -
Average Engagement Score by Target Audience
Men aged 18–24 had the highest engagement score (5.515), indicating they are the most interactive demographic. -
ROI vs Acquisition Cost by Location
Miami offered the best ROI with relatively lower acquisition cost, while New York showed the lowest ROI, suggesting a need to optimize spending there. -
ROI Trend Over Time
ROI showed a seasonal trend, peaking in September. This highlights ideal months for launching high-ROI campaigns. -
Total Impression by Customer Segments
'Foodies' and 'Tech Enthusiasts' received the most impressions, signaling they are the most reached audiences. -
Total Clicks by Campaign Duration
Campaigns with 30-day durations recorded the highest number of clicks, suggesting short campaigns perform better in engagement.
- Average ROI: 500.24%
- Average Conversion Rate: 8.0%
- Total Campaigns Analyzed: 200,000
- Total Acquisition Cost: $2.50 Billion
- Prioritize Influencer and Search campaigns for high returns.
- Invest more in Email and Google Ads for better conversions.
- Focus targeting on Men aged 18–24 to maximize engagement.
- Optimize campaigns in New York or consider reallocating budgets.
- Stick to 30–45 day campaign durations for highest click-through rates.
This project delivers a comprehensive Excel-based marketing analysis dashboard that allows marketers to make data-driven decisions, optimize campaigns, and allocate resources more effectively using clear ROI, conversion, and engagement insights.