Business Problem
Campaign performance data was spread across multiple reports and spreadsheets, making it difficult to monitor trends and compare metrics in one place.
Case Study
Marketing Performance Dashboard
A central dashboard designed to help a digital marketing team monitor campaign performance and make faster optimisation decisions.
Campaign Performance
Impressions
248K
+12%
Clicks
8.4K
+6%
Conversions
312
+9%
Cost
€2,180
-3%
Conv. Rate
3.7%
+0.2
Visual placeholder representing campaign performance dashboard views
Project Objective
Create a single dashboard view that brings together key campaign metrics and supports weekly performance review.
Data and Tools Used
- Campaign performance exports
- Excel for initial reporting structure
- Python and Pandas for data preparation
- Data visualisation for dashboard views
Approach
- Combined multiple campaign metrics into one reporting structure
- Tracked weekly performance over time
- Monitored more than five key metrics in one view
- Highlighted trends and optimisation opportunities
- Supported better budget allocation decisions
Solution
- A central dashboard view for campaign monitoring
- Weekly performance tracking across key metrics
- Clear visual indicators for trends and changes
- A reporting format designed for team review sessions
Key Insights
- Bringing metrics into one view reduced time spent switching between reports
- Weekly tracking made performance changes easier to spot
- Consistent metric definitions improved team discussions
- Visual trend indicators helped prioritise optimisation areas
Technology Stack
ExcelPythonPandasData Visualisation
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