Project Overview:

An international company operates on multiple continents across different industries. Now based on their recent operational results: Marketing Campaign Details, Marketing Campaign Performances, Regional Performances, three datasets, to give an overview report to its management team on overall campaign performance, revenue and costs. Based on business insights to provide some valuable recommendations for future business operations.

Project Goals:

Give an accurate high-level view on the company’s performance across different regions and channels.

Give some evident based recommendation for future business strategies.

Key Metrics:

Revenue, Spending, ROI, Impressions, CTR, Conversions

Data Models:

Analytical Tools:

Power BI, Power Point

Business Insights Reporting & Dashboads:

View the interactive report here:https://app.powerbi.com/view?r=eyJrIjoiZGFjZDNkYWQtZGY0OC00NzViLTk1ZGEtMDlmNDYzNGIxZWZiIiwidCI6IjhiOTgzNWYzLWMzZGMtNGQxZS1iNmJkLWE0ZjAyNzQ3NGIyMiJ9

Business Insights:

The company has total revenue of 42.5 Million a year. Average ROI for all the campaigns is 67.6%.

Search Engine Marketing campaigns and Social Media Marketing campaigns brought in the most revenue for the company. They are the only ones exceeded total average revenue.

The spending for all the campaign types is very similar. With Search Engine Ads and Social Media Ads slightly more than the others.

Influencer Marketing campaigns have the best ROI. It achieved 110% ROI, which is almost double the rest of campaign types.

Search Engine Ads has the most efficient Conversions. Each conversion brought in $200 revenue, which is also double the rest of campaign conversions.

Content marketing and Search Engine ads are the best at bring in impressions (brand awareness). The company’s total impression now is about 503 M worldwide.

Total campaign quantities are similar across different campaign types.

Average CTR of all campaigns are 4.8%. Email Marketing and influencer Marketing are the best at attracting potential customers and converting them to the next step of the funnel. They have more than average CTR of 5.6% and 5.2% CTR respectively.

ROI and Spend Scatter Plot:

Most campaign types have almost 50% of campaigns are inefficient (with lower than Avg ROI). So, all those campaign types need to improve on efficiency. Most of revenues are driven by high marketing spending.

CTR and Conversion Rate Plot:

From conversion and CTR charts we can see that CTR rate varies across different campaign types, but average conversion rate stay consistent between different campaign types. It shows that there’s a noticeable gap between engagement (likes/CTR) and actual conversion rates, which implies that popularity does not always lead to sales.

By further exploring the Scatter plot of CTR by Conversions. We can see that None of the campaign types of consistently outperformed others. Each category has a lot of campaigns clustered around the average CTR or below-average conversion range. It means that a lot of campaign types are underperformance or misleading engagement campaigns.

Future Recommendations:

Rebalance Budget Allocation

Reallocate investments away from underperforming, high-spend campaigns. Focus on scaling Efficient Winners to drive better return on investment (ROI) and overall efficiency.

Refine Targeting & Improve Relevance

Future strategies should prioritize refining audience targeting, improving landing page experience, and optimizing ad relevance to shift more campaigns into the high-efficiency (top-right) quadrant.