Social Media Campaign Analysis

In the digital marketing world, tracking every dollar spent is the only way to grow. This project is a comprehensive Social Media Campaign Analysis built using Power BI. I transformed complex marketing data into a clear, interactive dashboard that helps businesses understand their performance and maximize their Return on Investment (ROI). Instead of looking at confusing spreadsheets, this tool provides a visual story of how campaigns are performing in real-time.

Key Dimensions & Features

To provide a 360-degree view of the marketing efforts, I designed the dashboard around 5 essential pillars:

Comprehensive Overview Cards: I created a high-level snapshot that displays critical KPIs at a glance. This includes Total Likes, Comments, Clicks, Shares, Purchases, and Budget. This allows stakeholders to see the "Full Picture" of engagement and spending in seconds.

Purchase by Platform: Not all platforms are equal. This visual compares performance across different social media channels (like Facebook, Instagram, and LinkedIn) to identify which platform is actually driving sales and which one needs strategy adjustment.

Audience Demographics (Gender & Age Group): Knowing "who" is buying is as important as "what" they buy. I integrated a demographic breakdown to help the marketing team understand their core audience better and refine their targeting for future ads.

Temporal Analysis (Purchase by Day Period): Timing is everything in marketing. This feature identifies the peak hours and periods of the day when engagement and purchases are highest, allowing for better scheduling of posts and ads.

Interactive Experience (Dynamic Slicers): To make the dashboard flexible, I added advanced slicers. This allows users to filter the entire report by date, campaign name, or platform, making the data exploration process smooth and interactive.

Technical Implementation

Data Cleaning: I used Power Query to handle raw marketing exports and ensure the data is clean and ready for analysis.

Calculations: I used DAX to calculate complex metrics such as conversion rates and cost per engagement.

Visual Storytelling: I focused on a clean UI/UX design to make sure the data is easy to read for both technical and non-technical users.

The Business Value

This dashboard is a decision-making engine. It helps brands stop wasting budget on low-performing ads and focus their resources on the platforms and audiences that bring the most profit.