The Marketing Campaign Analysis Dashboard provides a detailed overview of campaign performance across various dimensions, including revenue, budget, impressions, clicks, and conversions. It is designed to enable marketers to track KPIs, analyze trends, and make data-driven decisions. The dashboard allows users to slice and dice the data by Channel, Campaign Type, and Campaign Date for deeper insights.
Key Features of the Dashboard:
Power BI Features Used:
Interactive Filters: Dropdown slicers for Channel, Campaign Type, and Campaign Date allow users to customize their view dynamically.
Dynamic Page Navigation: Navigation buttons and bookmarks enable seamless transitions between pages and focused exploration of specific metrics like cost, revenue, and impressions.
Custom Visuals: Bar charts, pie charts, and line graphs to represent key metrics and trends in an easy-to-understand manner. Combination charts (e.g., Budget vs. Revenue) highlight relationships between key variables.
KPI Cards: Key Performance Indicators (KPIs) like Total Revenue, Total Budget, ROI, CTR, and Bounce Rate are displayed prominently for quick insights.
Data Decomposition: Visuals like "Clicks and CTR by Channel" and "Cost Per Conversion Details" break down key metrics by dimensions like channel or campaign type for detailed analysis.
Summary of Insights:
Overall Campaign Performance:
Total Revenue: Campaigns generated over $630.12M, with a strong return on investment (Avg. ROI: 74.45%).
Total Budget: The total marketing budget was $162.25M, distributed across multiple campaigns.
Top Campaigns: The top 10 campaigns contributed significantly to the total budget, with Campaign 4038 leading the chart.
Channel Analysis: Channels like Paid Ads and Social Media are major contributors to leads generated. Conversion rates vary significantly by channel, with Referral and Email campaigns performing well in terms of ROI.
Geographical Insights:
Leads Generated by Region: North America leads with a substantial number of leads, followed by Europe and
South America. Regional trends suggest targeted opportunities in specific markets.
Cost Analysis:
Cost Per Conversion: Highest for Paid Ads ($59.85) and lowest for Email ($33.09).
Budget vs. Revenue Analysis: Indicates a proportional trend between budget allocation and revenue generation.
Trend Analysis:
Impressions Over Time: Acquisition campaigns dominate impressions, with seasonal peaks observed during mid-year.
Clicks and CTR Trends: Highlight the effectiveness of different channels, with CTRs exceeding expectations for Referral and Paid Ads.
Visual Highlights:
KPI Cards: Display critical campaign metrics like Total Revenue, Profit, and Impressions at a glance.
Distribution Charts:
Pie chart: Distribution of channels by leads generated.
Bar chart: Cost per conversion details by channel.
Trend Charts:
Line chart: Impressions trend over time (grouped by campaign type).
Line-dot chart: Budget vs. Revenue analysis with markers for monthly
performance.
Performance Breakdown:
Combination bar charts: Compare Cost and Revenue per conversion by
channel. Key metrics like Delta Clicks and Delta Impressions are
prominently displayed.
Insights for Decision-Making:
Performance Optimization: Channels with low ROI or high cost per conversion should be reassessed for optimization.
Regional Strategy: Campaigns in North America perform exceptionally well, suggesting room for scaling similar efforts in other regions.
Campaign Type Focus: Acquisition campaigns are driving the majority of impressions but might need better CTR strategies to convert more leads.
Created By: @Satya9658 @jagadeesh1013
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