1. Project Overview

• This project involves an in-depth analysis of a Microsoft Ads campaign for 100 beauty products, focusing on key performance metrics to optimize marketing strategies and enhance return on investment (ROI).
• The goal was to identify trends and opportunities for improvement, thereby maximizing the effectiveness of advertising efforts.

2. Process

• Data Import: A dataset containing crucial metrics—including Campaign Name, Clicks, Impressions, CPC, CTR, Cost, Conversions, Revenue, CVR, CPA, RPC, ROI, and ROAS—was imported into MySQL for comprehensive analysis.

• Data Transformation and Cleaning: The data underwent transformation to ensure correct data types, followed by meticulous cleaning. This process involved:

  • Removal of null values
  • Elimination of duplicates
  • Trimming extra spaces
  • Ensuring high data integrity and reliability for subsequent analysis.

• CSV Export: Once the data was cleaned and prepared, it was exported as a CSV file for further visualization and analysis.

3. Data Visualization

• The refined dataset was imported into Tableau, leading to the creation of several interactive dashboards:
  • Dashboard 1: Features a filtered view of products based on ROAS and CPA metrics, allowing stakeholders to quickly identify high-performing and underperforming products.
  • Dashboard 2: Displays key metrics such as Impressions, CTR, CPC, and Conversions, providing insights into user engagement and campaign effectiveness.
  • Dashboard 3: Showcases metrics for Cost, ROAS, CPA, and Conversion Rate, offering a comprehensive view of overall campaign performance and profitability.

4. Outcome

• The analysis yielded actionable insights into product performance, enabling data-driven decisions to enhance campaign effectiveness.
• By identifying key trends and areas for improvement, the project significantly contributed to optimizing marketing strategies and improving overall ROI.