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
