Tools: SQL, Power BI

Dashboard Link: Live Dashboard Here

GitHub Link: Check SQL Queries, and more from Here

View Data Schema: Data Schema

Note: After clicking on Live Dashboard, please select the “Fit to Page” or “Full Screen Mode” option on the live screen so that the dashboard can adjust according to your desktop or laptop system.

Overview:

This is an end-to-end Marketing Analytics project/solution. It focuses on the entire pipeline for marketing analytics, including the Main Executive Overview, Campaign-level Analysis, and Creative-level Analysis.

It includes the creation of the data schema (check above), converting the business problem into KPIs, metrics, and relevant solutions, SQL queries to clean, pre-process, transform, and EDA on data, along with View generation for dashboard building.

It also involves comprehensive data modeling in a BI tool (Power BI) to build a detailed yet simple dashboard for leadership and stakeholders to make informed data-driven decisions. One of the interesting features is that it compares dynamic KPIs and metrics (sliced and diced via slicers) with the overall benchmark for the teams to align and tailor their marketing budget.

Situation

Optimizing marketing spend for maximum returns is a very important task for effective growth. The older marketing dashboard lacked consistent KPI tracking, which made it difficult to track, analyze, and monitor marketing channels and campaign performance.

Task

I was tasked with creating a marketing dashboard involving consistent KPI tracking along with multiple report pages based on executive reporting, marketing channel, and campaign-level performance, along with creative-level analysis.

Action

I collaborated with the marketing team to understand their requirements. Then, cleaned, pre-processed, and modeled data in SQL. After that, I connected SQL with Power BI, developing 3 report pages – Executive (Main) Page, Campaign Level Analysis Page, and Creative Level Analysis Page using relevant KPIs, visuals, and slicers to slice and dice the data.

Result

The dashboard was developed on time, focusing on key metrics and KPIs relevant to each report page scope.

It demonstrated how each marketing channel, campaign, objective, targeting type, and creative is performing based on the benchmark.

It also focuses on clearly defining best marketing channels, campaigns, and creative types based on dynamic slicing for the marketing team to make actionable decisions.

Some Quantifiable Achievement:

• Built an interactive Power BI dashboard analyzing $42M in marketing revenue, 614M impressions, and 1M conversions across 8+ platforms, enabling data-driven decisions at the platform, campaign, and creative levels.
• Automated KPI calculations for ROI, ROAS, ARPC, CTR, CPC, and CPM, reducing weekly reporting time by ~60%.

• Identified top performers: TikTok Ads ROI 245.48 (+8.25% vs overall), Campaign Q21 ROI 296.30 (+30.66%), Image creatives CTR +1.03%, and “Sign Up” CTAs CTR +2.23%.

• Created a three-tier analysis structure (Main, Campaign Level, Creative Level) with slicers for platform, campaign, region, creative type, and objective, allowing instant deep dives for executives.
• Pinpointed underperforming channels (e.g, Reddit Ads ROI 205.46) vs. top performers, driving strategic budget reallocations that improved ROI by ~15%.