Marketing Campaign Performance Analysis

Summary

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

Author's description:

This analysis is for a UK-based clothing store that launched targeted marketing campaigns for the Spring, Fall, and Summer seasons. Each campaign included two distinct advertisements on Facebook, Pinterest, and Instagram: one highlighting discounts and the other showcasing the latest clothing collections. The campaigns specifically targeted three major cities: London, Birmingham, and Manchester.

Key Insights:

1. Campaign Seasons:

   • Fall campaign is the most expensive but generates the highest conversion value.
   • Summer campaign, despite the lowest spend, shows a competitive conversion value.
   • Spring campaign provides a balance between spend and conversion value.

2. Ad Types:

   • Discount ads generate higher conversion value and higher ROI/ROAS, indicating more effective performance.
   • Collection ads have a higher CPC but lower CTR compared to discount ads.

3. Channels:

   • Pinterest shows the highest conversion value with the lowest spend, indicating strong efficiency.
   • Facebook, despite the highest spend, has the lowest conversion value.
   • Instagram has moderate spend and conversion value, but a high CPC and CTR.

Recommendations:

• Focus on Summer Campaigns: They provide good conversion value with lower spend.
• Leverage Discount Ads: They are more effective in generating higher ROI and ROAS.
• Optimize Spend on Pinterest: Given its high conversion value with lower spend, investing more in Pinterest could yield better returns.
• Reassess Facebook Strategy: With high spend but low conversion value, Facebook campaigns might need optimization or reallocation of the budget to more effective channels like Pinterest or Instagram.