Dashboard - Marketing Campaign Analysis

This dashboard (which you can access by clicking on the link) was developed from a database from DSA Academy for the analysis of the marketing campaign. It is divided into three pages:

To understand the campaign's result, it is important to know our customer, whether the persona is remaining the same over time or not. These insights are crucial for the brand to position itself and adjust its campaigns. On the first page, we have some demographic data that can be explored. In addition to these analyses, I highlight one of the views where it is possible to project new customers based on historical data. In this example, in 2024, it is projected that 574 new customers will be acquired, with a range between 404 and 745.

By knowing our customer, we can better understand their behavior/relationship with the company. We dedicate this behavior analysis to the second page, where we relate customer spending (purchase values) with data such as their age group, product category, and salary. This analysis allows us to understand how customers buy according to each of these variables. For example, we can identify that the customers who make the most purchases do not have children, are single, and are aged between 60-69 years.

By knowing the customer and their behavior, we can identify which audience responded best to the campaign, at which point of sale, through which sales channel, and in short, which factors impacted the result of our campaign. On the third and final page, we also cross-reference these data, for example, checking the campaign's uptake based on the marital status and education level of our customers. This type of analysis is important not only for considering isolated factors but also for understanding how they relate to each other.