Customer Behavior & Marketing Analytics Dashboard using Power BI (RFM, A/B Testing & Event Analysis)

Developed a comprehensive business intelligence dashboard to analyze customer behavior, marketing performance, and revenue trends using Power BI. The project focuses on understanding the relationship between traffic, conversions, customer value, and retention through advanced analytics techniques.

The analysis covered multiple business dimensions including event performance, A/B testing effectiveness, and customer segmentation using RFM modeling.

Key contributions:

* Built a full **Star Schema data model** to integrate customer, transaction, and marketing data

* Performed data cleaning and transformation across multiple datasets to ensure accuracy and consistency

* Developed **RFM segmentation (Recency, Frequency, Monetary)** to classify customers into VIP, Regular, At-Risk, and Need Development segments

* Analyzed **A/B testing results** to evaluate the effectiveness of marketing variations on revenue and user behavior

* Investigated event-driven traffic spikes and their impact on conversion rates and revenue generation

* Designed interactive dashboards using Power BI with dynamic filtering and user-friendly navigation

Key insights:

* Identified a significant gap between traffic growth and revenue conversion during marketing events

* Discovered that the At-Risk segment, despite being a smaller portion of customers, contributes disproportionately high revenue

* Found that customer churn is strongly influenced by behavioral patterns rather than demographic factors

* Revealed that Instant Payment users and specific marketing channels generate higher customer value and retention

This project demonstrates strong capabilities in data modeling, business analysis, and data visualization for real-world marketing and customer analytics use cases.