EY Battle of BrainPower BI Challenge 2024 - Marketing Campaign Analysis

📋 Problem Statement

An analytics consultancy firm needed to optimize social media campaigns across multiple companies using Power BI dashboards to enhance conversion rates, minimize acquisition costs, and maximize ROI.

Key Metrics Analyzed:

• Conversion Rate = (Number of Conversions / Number of Clicks)
• Acquisition Cost = Total Cost of Campaign / Number of Customers Acquired
• ROI = (Net Return / Cost)
• Engagement Score (1-10 scale)
• Click-Through Rate (CTR) = (Clicks/Impressions)

📊 Dashboard Solutions

1. Campaign Duration vs Conversion Rate

Analysis of correlation between campaign duration and conversion rates across different segments

2. Temporal Campaign Performance Trends

Identification of performance trends based on campaign dates

3. Channel ROI Analysis

Evaluation of marketing channels' ROI and engagement-conversion relationship

4. Customer Segment Acquisition Costs

Breakdown of acquisition costs across customer segments

5. Language and Location Impact

Analysis of conversion rates across different languages and locations

6. High-Conversion Campaign Combinations

Identification of successful campaign type, channel, and audience combinations

7. Engagement Score vs Conversion Rate

Correlation analysis between engagement scores and conversion rates

8. ROI Deviation Analysis

Investigation of campaigns deviating from expected ROI

9. Click-Through Rate Analysis

CTR variations across marketing channels and customer segments

10. Predictive Performance Analysis

Predictive analysis of future campaign performance based on historical data

🛠️ Tools Used

• Power BI
• DAX
• Power Query

🏆 Certificate of Completion

📫 Contact

For any questions or collaborations, feel free to reach out:

• 
• Email: [email protected]

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This project was completed as part of the EY Battle of BrainPower BI Challenge 2024