Business Performance

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.