Productivity & Marketing Performance Analysis

A Power BI project focused on analyzing business and marketing

performance through two

interactive dashboards (Marketing Overview and Productivity

Overview). The dashboards

present key KPIs such as total revenue, profit, ad spend,

conversions, ROAS, and returns, with

dynamic analysis by marketing channel, customer type (new vs

returning), category, time of

day, and season. The project includes data cleaning and modeling in

Power BI Desktop,

creating custom DAX measures to calculate profit and ROAS, and

designing a professional,

insight-driven dashboard that supports decision-making by

tracking monthly performance,

comparing channels, and identifying the most profitable periods

and categories.