Category: Marketing Analytics

BUSINESS ANALYSIS: POWER BI DASHBOARD FOR MARKETING CAMPAIGN INTRODUCTION: Hello, this is Phebe Evangeline R. I have completed my BSc in Mathematics in Madras Christian College, and I am currently pursuing a Master’s degree in Applied Data Science at SRM University. I will complete my degree in 2024. Additionally, I am currently doing an internship at Analytics Avenue for Research and Development. AARD mentors provide invaluable support to newcomers in the industry, offering guidance in gaining domain knowledge and mastering analytic tools. They foster a conducive learning environment where doubts about analytic subjects are cleared, making the journey of entering the industry less daunting for freshers. DATASET: This dataset, sourced from Kaggle, offers insights into products sold through online and offline channels across eight countries. The company employs physical and online marketing strategies to bolster customer engagement and revenue, surpassing previous performance benchmarks. Comprising customer profiles, product pricing data, and comprehensive marketing campaign information, the dataset is categorized into three main segments: in-store transactions, online sales, and catalog purchases. Leveraging this rich dataset, we aim to develop a comprehensive analysis dashboard to derive actionable insights for strategic decision-making. TOOL AND TECHNIQUE USED MS EXCEL It is used for collecting data and importing it into Power BI POWER BI Visualizing data with useful charts to gain insights. POWER QUERY Power Query is a data connection and transformation tool that enables users to import, transform, and manipulate data from various sources within Excel and Power BI. It simplifies and automates the process of cleaning, reshaping, and merging data, making it easier to prepare data for analysis or reporting purposes. With Power Query, users can perform tasks such as removing duplicates, splitting columns, merging tables, and aggregating data, all within a user-friendly interface, without the need for complex formulas or coding. DAX It's designed to perform calculations, create custom measures, and manipulate data within these platforms, enabling users to derive insights and make data-driven decisions efficiently. Dashboard Analysis: Customer Detail Analysis: Understanding customer behavior is pivotal for strategic decision-making. Leveraging the provided dataset encompassing customer demographics, purchase patterns, and engagement metrics, the goal is to identify key segments, preferences, and trends. By analyzing factors such as age, income, presence of children, and customer type, the aim is to tailor marketing strategies, improve customer retention, and enhance overall satisfaction. Revenue by Age: Analyzing revenue by age segments allows you to identify which age groups contribute the most to your business's revenue, enabling targeted marketing efforts and product offerings tailored to the preferences and purchasing behavior of different age demographics Customer Profiling: Customer profiling is the process of creating detailed personas based on purchases and orders placed by customers. This involves analyzing customer data to identify patterns and trends that can help businesses better understand their customers' behavior and preferences. By doing so, businesses can tailor their marketing and sales efforts to better meet the needs and expectations of their target customers. Customers without Children: Segmenting customers based on whether they have children provides insights into the preferences and purchasing behavior of different family structures, enabling you to tailor product offerings and marketing messages to effectively target customers without children. Customers with Children: Similarly, analyzing customers with children helps you understand the unique needs and preferences of families, allowing you to develop targeted marketing campaigns and product offerings that cater to this demographic segment. Esteemed Buyer: Identifying esteemed buyers involves recognizing high-value customers who consistently contribute significant revenue to your business. Understanding their characteristics and purchasing behavior can help you nurture these relationships, enhance customer loyalty, and drive repeat business. Revenue Segment by Marital Status: Segmenting revenue by marital status provides insights into how different marital statuses contribute to overall revenue, enabling you to tailor marketing strategies and product offerings to effectively target married, single, or divorced individuals. Revenue Segment by Income Category: Analyzing revenue by income category helps you understand the spending patterns and purchasing power of different income segments, allowing you to adjust pricing strategies, promotions, and product offerings to maximize revenue from each income category. Revenue by Country: Analyzing revenue by country provides insights into regional sales performance, enabling you to identify lucrative markets, localize marketing strategies, and expand your business's presence in high-revenue countries. MARKETING CAMPAIGN: Comprehensively assessing revenue by product, country, and campaign response based on marital status offers valuable insights into your business’s performance. Furthermore, examining these metrics across various platforms like in-store, website, and catalog allows for strategic optimization of marketing strategies tailored to each platform. This approach helps identify growth opportunities and enables the customization of campaigns to effectively target diverse customer segments, ultimately leading to increased revenue and engagement across all Revenue by Product: This report would involve importing sales data and then using Power Query to group the data by product, summing up the revenue for each product category. This analysis helps understand which products are driving the most revenue. Revenue by Country: Similar to the revenue by product report, this report would involve grouping sales data by country instead. It provides insights into which countries are generating the most revenue for the business Campaign Response: This report involves analyzing overall campaign response metrics Campaign Response by Marital Status: For this analysis, data on campaign responses and customer demographics, including marital status, would be imported. Power Query can then be used to filter and aggregate the data based on marital status, showing how different marital statuses respond to marketing campaigns. FINANCE VIEW: Offering a financial snapshot, it showcases annual revenue and profit or loss, facilitating year-on-year comparisons between the current and previous years Campaign Revenue By Platform: It shows how does campaign works according to the platform Revenue By Period Of Time: Analyzes revenue trends over specific time periods, such as monthly, quarterly, or annually, allowing businesses to identify seasonality, trends, and fluctuations in sales performance to inform strategic decision-making. Profit and Loss for (Country and Product): Provides a detailed breakdown of profit and loss statements for specific countries and products, helping assess the profitability of operations in different geographic regions and product lines. KPI (Revenue, Order, Campaign Revenue): Tracks key performance indicators (KPIs) such as revenue, order volume, and campaign-specific revenue, enabling businesses to measure performance against objectives, identify areas for improvement, and drive business growth. TO GET VISUAL INTERFACE CLICK THIS LINK:https://www.novypro.com/project/business-analytics-dashboard Overall Observation: HIGHEST REVENUE GENERATING FACTORS 41-50 AGE SEGMENT GENERATE 74% OF REVENUE CAMPAIGN 6 GENERATE 83.9% REVENUE1CAMPAIGN 6 GENERATE 83.9% REVENUE 70,000 ABOVE INCOME SEGMENT GENERATE 80.6 % REVENUE MARRIED MARTIAL STATUS GENERATE 85.2% WINES GENERATE 78.5% SPAIN COUNTRY GENERATE 76.9% CONCLUSION: In conclusion, leveraging the dashboard enhances our data comprehension and aids in making informed decisions. By analyzing revenue trends over the years, we can significantly improve revenue generation and attract more customers. This improvement could potentially lead to a 15% increase in revenue and a 20% rise in customer acquisition within the next fiscal year.

Analytics Avenue For Research and Development

Category: Marketing Analytics

BUSINESS ANALYSIS: POWER BI DASHBOARD FOR MARKETING CAMPAIGN

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