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Project Overview

This campaign analysis evaluated digital marketing performance across multiple channels, identifying high-ROI campaigns and conversion bottlenecks. The dashboard enabled budget optimization and strategic decision-making.

Stage 1: Steps & Methodology

• Extracted campaign data using SQL

• Cleaned and modeled data in Power BI using Power Query and DAX

• Built KPIs for revenue, profit, CAC, and conversion

• Analyzed funnel drop-offs and channel efficiency

• Delivered dashboards using ROI benchmarking and funnel analysis

Stage 2: Business Questions

• Which channels and campaigns performed best?

• What were the conversion rates and CAC across channels?

• Where did funnel drop-offs occur?

Stage 3: Objectives

Evaluate campaign performance, identify high-ROI channels, and optimize funnel efficiency

Stage 4: Key Insights

• $42.9M revenue and $12.3M profit in February

• Influencer and YouTube Blogger campaigns had highest ROI

• Social channel had high engagement but poor conversion

• CAC ranged from $2.8K to $5.2K

• Performance peaked around Feb 19–21

• FB Tier2, IG Tier2, and FB Lal had negative ROI

• Impression-to-click gaps revealed creative inefficiencies

• Banner Partner and IG Blogger showed stable ROI

Stage 5: Recommendations

• Scale high-performing campaigns

• Pause or restructure low-ROI channels

• Improve funnel design and ad creatives

• Use CAC benchmarks for budget planning

• Leverage social for top-funnel engagement

• Replicate successful tactics from peak periods

• Conduct root cause analysis for underperforming campaigns