Marketing Performance Analytics

Project Overview: Developed a unified analytics solution that consolidated marketing spend, campaign performance, and customer engagement metrics across multiple channels. Challenge: Marketing teams lacked a single source of truth for campaign ROI, attribution, and engagement trends. Role: Analytics Consultant responsible for data modeling, ETL integration, dashboard design, and insight delivery. Data Sources: • Google Analytics • Meta Ads Manager • Email automation exports • SQL Server (customer & transaction data) Tools & Technologies: Power BI, SQL, Python, Power Query, API Integration Process: 1. Data Integration - Connected to Google Analytics and Meta Ads APIs. - Automated ingestion of email campaign performance. - Joined marketing data with customer purchase behavior. 2. Data Modeling - Built a star schema for campaign, channel, spend, and conversions. - Created DAX measures for CAC, ROAS, attribution, and funnel metrics. 3. Visualization - Designed a multi-page dashboard with channel comparisons, funnel drop-offs, and ROI insights. Key Insights: • Email campaigns delivered the highest ROAS. • Paid social had strong reach but weak conversion. • Multi-touch attribution revealed hidden high-value channels. Business Impact: • Improved marketing ROI visibility. • Enabled data-driven budget allocation. • Increased campaign efficiency by 18%.