Tools: SQL, Power BI, LLM

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.

Situation

The company didn’t have a marketing analytics solution.

Task

The task was to develop an end-to-end marketing analytics solution focusing on executive page, campaign-level analysis, and creative-level analysis.

Action

LLM is used for data generation. Data Warehousing is done using a combination of the STAR and Snowflake schemas (fact & dimension tables). Data is modelled in SQL and Power BI. The dashboard is developed in Power BI

Result

The dashboard focused on the executive summary page, campaign-level analysis, and creative level analysis, accurately tracking over 8 marketing channels across 5 regions, $42M revenue, $13M spend, $29M profit, over 1.5 years of data, previous years’ comparisons, in-depth channels, campaigns, and creative performance.

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%.