Marketing Analytics Dashboard | Customer Segmentation, Campaign & Channel Analysis

NirmaliePerera — Tue, 15 Sep 2026 10:07:46 GMT

Project Overview
This Power BI dashboard analyzes customer behavior and marketing performance using the iFood Customer Data dataset. The report consists of three interactive pages: an Analytics Overview dashboard, a Customer Segmentation Analysis dashboard, and a Campaign & Channel Analysis dashboard.

1. Analytics Overview
The main dashboard provides a high-level summary of marketing performance and customer purchasing behavior.

Features:

Total customer spending and average spending metrics
Campaign acceptance rate
Web purchase ratio
Spending distribution across product categories
Purchase channel distribution
Income vs. spending analysis
Customer segment and education-level spending insights

This page acts as the central analytical hub of the report. It enables stakeholders to quickly evaluate overall marketing effectiveness, identify top-performing product categories, and analyze customer purchasing trends across different channels.

2. Customer Segmentation Analysis

Features:

Spending analysis by age group
Spending patterns by marital status and education level
Customer demographic segmentation
Channel preference distribution across customer groups

This dashboard focuses on customer demographics and behavioral segmentation. It helps identify which customer groups contribute the most revenue and how purchasing behavior varies among segments.

3. Campaign & Channel Analysis

Features:

Campaign acceptance rate comparison
Purchase channel performance analysis
Web purchases versus website visits by age group
Campaign response analysis across customer segments

This page evaluates marketing campaign effectiveness and customer interaction across purchase channels. It assists in measuring campaign engagement and identifying the most effective communication channels.

4. Other Features

a) Customer Insights - Tooltip 1
Displays:

Average Customer Spending
Total Spending
Campaign Acceptance Rate

b) Campaign Insights - Tooltip 2

Displays:

Total Accepted Campaigns
Campaign Acceptance Rate
Campaign-wise performance metrics

c) Slicer Panel

An interactive slicer panel was added to the main dashboard for dynamic filtering.

Included Filters:

Age
Education Level
Marital Status
Customer Segment

Additional Features:

Clear Filters button
Open/Close slicer panel navigation

Key Insights

The dashboard reveals customer spending patterns, campaign acceptance rates, purchase channel preferences, demographic segmentation, income-versus-spending relationships, and overall marketing effectiveness. These insights help identify high-value customer segments, evaluate campaign performance, and support data-driven marketing decisions.

Tools & Technologies:

Microsoft Power BI
Power Query
DAX
Data Modeling
Interactive Visualizations

Links to the dataset:

https://www.kaggle.com/datasets/fayez7/ifood-marketing-campaigns

https://github.com/npradaschnor/ifood_Case/blob/master/ml_project1_data.csv

https://github.com/nailson/ifood-data-business-analyst-test/blob/master/ifood_df.csv

Find my GitHub repository: https://github.com/NirmaliePerera/Dashboard_with_Power_BI-Marketing_Analytics.git

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Re: Marketing Analytics Dashboard | Customer Segmentation, Campaign & Channel Analysis

TharushiSandeep — Fri, 05 Jun 2026 04:50:37 GMT

dashoboard is very descriptive and nicely done with absolutely stunning use of color palette. Nice job!👏🎉

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Marketing Analytics Dashboard | Customer Segmentation, Campaign & Channel Analysis

Re: Marketing Analytics Dashboard | Customer Segmentation, Campaign & Channel Analysis