This repository documents the journey from identifying a business problem to developing and implementing a solution that transforms marketing data analytics capabilities. The goal is to share our approach, insights and results to inspire and guide similar initiatives.
Our previous manual analysis of marketing data proved inefficient. To address this, we developed a real-time dashboard that provides insights into Return on Marketing Investment (ROMI), Return on Ad Spend (ROAS), Gross Profit, and Average Order Value (AOV), significantly driving revenue growth.
Manual reporting and inconsistent metrics were major hindrances in assessing campaign performance. The implementation of our real-time dashboard has streamlined these processes and enhanced overall performance assessment.
The primary objective of this project was to develop and deploy a comprehensive marketing dashboard that offers actionable insights for improving efficiency, enhancing revenue, and facilitating better decision-making through interactive visualizations.
- ROMI: Overall ROMI stands at 40.76%. Notable variations include YouTube Blogger campaign at 306.87% and Facebook Lal at -88.09%.
- ROAS: Overall ROAS achieved 140.7%, with YouTube Blogger campaign performing exceptionally well at 406.86%.
- Gross Profit: Overall Gross Profit amounted to $39.9K, with YouTube Blogger campaign leading at $401.91K.
- AOV: Overall Average Order Value stands at $4.44K, with YouTube Blogger campaign significantly higher at $8.05K.
- From 1,577.7M impressions, we generated 2,999.9K clicks, resulting in 65.58K leads and 8,043 orders.
- Despite a $30.59M spend, our campaigns generated $42.89M in revenue, showcasing robust profitability potential.
Based on our findings, we recommend the following strategies:
- Implement data-driven dashboards for continuous monitoring and insights.
- Focus resources on high-performing campaigns (e.g., YouTube Blogger) to maximize ROI.
- Optimize low-performing campaigns (e.g., Facebook Lal) or consider reallocating resources.
- Enhance visibility into the customer journey to improve conversion rates and customer retention.
For detailed visualizations and further exploration of our data, please visit our Tableau dashboard: