Digital-Marketing-Campaign-KPI

Introcuction

In the dynamic world of digital marketing, measuring the success of campaigns is crucial for making informed decisions and optimizing strategies. The Digital Marketing Campaign KPI (Key Performance Indicator) dashboard provides comprehensive insights into the effectiveness of marketing efforts. By tracking key metrics such as engagement rates, conversion rates, and ROI, this tool helps marketers identify strengths, address weaknesses, and drive continuous improvement. Whether you are analyzing social media campaigns, email marketing, or pay-per-click advertising, the KPI dashboard offers a clear, data-driven view of your campaign performance.

Disclaimer: All datasets and reports do not represent any company, institution or country. All info are dummy dataset to demonstrate my capabilities in Power Bi.

Key Focus Areas and Scenario Analysis

• The key performance metrics which determine the campaign's success or areas that need improvement such as;

  • Return on Advertising Spend (ROAS)
  • Cost Per Conversion / Acquisition (CPC / CPA)
  • Conversion Rate.
  • Clickthrough Rate (CTR)
  • Cost per Click (CPC)
  • Quality Score
  • Impression Share
  • Return on Investment (ROI)

• How to identify underperforming keywords or ad groups, and actions to optimize them

• A/B Testing

Skills & Concepts Showcased

• Data Cleaning and Transformation
  • Using power query and Data analysis expression (Dax) was used for data transformation, measure, aggregation and manipulation on dataset.
  • Assumption & Hypothesis method 20% of impression was added to impression value to achieved overall Email set, 95% of overall email sent was assumed to be delivered, and 23% was put into assumption to be Email open due to information provided in the dataset.
  • Aggregation was derived for various KPI such as Open rate = (Email Open/Email delivered) *100, CTR = (click/impression)*100, conversion = (conversion/click)*100, CPC = cost/Conversion e.t.c.
• Exploratory Data Analysis
• Data Visualization (application of different chart like Scatter plot, Gauge, Decomposition tree, Bar chart, scorecard e.t.c)
• Identification of patterns and trends to get informed insights and data-driven recommendation.
• Dashboard Development

Modelling

Automatically derived relationships are adjusted to remove and replace them with the necessary information, below is the dataset model.

Data Visulization

Data visualization report display below charts for the final interactive dashboard view

• Card ( To display the KPI metric)
• Line chart
• Funnel
• Table chart & Clustered Bar Chart
• Pie Chart
• Stacked column Chart

Analysis

Analysis initiating the Key Performance Index of Digital Marketing Campaign, various business KPIs in digital marketing were measured, including:

Cards

• 23% open rate, which is close to the standard expected open rate in the market
• 9.2% click-through rate (CTR)
• 11.1% conversion rate, etc.

Insight

Table chart & Clustered Bar Chart & Stacked column Chart

The value insight here is from the performance table where campaign 1 hit the highest conversion rate of 12.7% for business campaign with the support of Ad Group 1.1 which contributed the highest percentage of 16.4% higher among the rest of the Ad Group. In addition, the highest click(33%) viewers has the lowest conversion rate (5.3%) will need to verify the reason for the not interest, if the campaign need to be remodify to suit their need.

Pie chart & Funnel

Device with the highest conversion appeared to be Desktop, this is a big sign that the ad group is taking more effect on every end users with laptops and office desktop system and show most of our conversion comes from the working classic who are data network subscribers or took advantage of the office internet facility. The Desktop device also generate the highest revenue of 53% compare to other device, followed by tablet 28% while mobile device contributed 19%.

Line Chart

Lastly, interpreting the MOM trend KPI line graph : from over 1.9Millions impressions in year (2020 and 2021), Jan-21 contributed the highest %age of 13.6% CTR while Apr-2020 contributed 12.5% conversion rate from the email recipients out of the 63,774 Clicks on the link sent.

A/B testing

• A/B testing in the context of email, is the process of sending one variation of your campaign to a subset of your subscribers and a different variation to another subset of subscribers, with the ultimate goal of working out which variation of the campaign garners the best results.

• A/B testing can vary in complexity, and simple A/B tests can include sending multiple subject lines to test which one generates more opens, while more advanced A/B testing could include testing completely different email templates against each other to see which one generates more click-throughs.

See visual below for the A/B testing run on two difference campaign (1 & 2) if better in any of the device presence in the dataset campaign

Campaign 1 stands as Variable A while 2 stand as Variable B

Dashboard Overview

Recommendations

• I will recommend an improvement in the Ad contents shared with viewers or subscribers to be more understandable, friendly and attractive, it will help to steal the recipients attention.

• To work more on search engine optimization in order to receive more traffic on the page also to utilizes things like keywords, internal and external links, and optimized content to help search engines find content and rank the websites higher on search engine results pages.

• I will recommend using the most trending hashtag on social media while running a campaign via social media website.