Onyx Marketing Campaign Analysis

Summary

Report submitted for OnyxData and ZoomCharts Challenge June 2024. The report was built with the Marketing Campaing Datase and includes ZoomCharts custom Drill Down PRO visuals for Power BI.

Author's description:

Financial KPIs:

• Spend: Total amount of money spent on advertising or campaigns.
• Total Conversion Value: Total monetary value generated from conversions.
• Profit: Difference between Total Conversion Value and Spend.
• ROI (Return on Investment): Ratio of Profit to Spend, indicating efficiency and profitability.

Digital KPIs:

• Impressions: Number of times an ad is displayed or seen by users.
• Clicks: Number of times users click on an ad.
• CTR (Click-Through Rate): Percentage of users who click on an ad after seeing it.
• CPC (Cost-Per-Click): Average cost incurred for each click on an ad.
• ERI (Engagement Rate by Impressions): Percentage of impressions that result in engagement (comments, likes, shares, etc.).

Performance/Effectiveness KPIs:

• Clicks to Conversion (CTC): Ratio of clicks to conversions, measuring conversion efficiency.
• Conversions: Number of desired actions completed by users, such as purchases or sign-ups.

This report contains two pages:

KPI View:

• Tracks KPI performance across periods with a comparison of the latest month to the previous month to identify underperforming KPIs.
• Analyzes KPIs by social media channels to optimize campaign effectiveness and identify high-traffic areas.
• Compares financial and digital KPIs across different geographical locations.

Correlation Page:

• Provides top KPI comparisons across categories and assesses campaign performance in each city.
• Identifies influencers affecting Clicks to Conversion (CTC) for improved ROI and ERI.
• Examines correlations among different KPIs.

Key Findings Include:

• Fall campaigns perform best, possibly due to seasonal markets.
• Summer campaigns excel in CTC, ROI, and ERI despite lower spending.
• Collection ads show high engagement but lack value; discount-based ads lead in CTC.
• Mobile drives higher impressions; desktops have better CTR and CTC.
• Instagram leads in engagement; Pinterest tops in profit and CTC in Birmingham and Manchester.
• Despite London's high population, it shows lower CTC but higher CTR, while Birmingham leads in ROI and ERI.