Turning Spend into Strategy
Objective
To measure marketing efficiency across multiple channels and uncover where to reallocate budgets for maximum profit, without increasing total spend.
Business Problem
The client was investing heavily in digital campaigns but lacked clarity on which channels actually generated profit. Marketing and Finance teams debated whether to cut underperforming spend or expand campaigns based on intuition rather than evidence.
Analytical Approach
- Modelled Return on Ad Spend (ROAS), Cost per Acquisition (CPA), and Conversion Rate (CVR) using daily campaign data.
- Simulated 90-day budget reallocation scenarios.
- Incorporated multi-touch attribution (Last Click vs Position-Based).
Key Metrics
- ROAS: 3.4× overall
- Email CPA: $42 CAD
- Profit Increase Projection: +8%
- Winter Campaign Lift: +28% ROAS
Insight
Paid Search and Affiliate marketing were driving the majority of profit. Display and Paid Social generated awareness but limited conversions. Email, despite its small spend, achieved the highest ROI. Reallocating 10% of spend to high-ROAS channels produced an 8% profit lift in simulations.
Business Value
This project proves how marketing analytics converts data into strategy. The outcome: smarter budget decisions, higher profit margins, and performance visibility executives can act on.
💡 Coming Soon: Interactive Power BI dashboard, validation workbook, and dataset download.
Tags: #MarketingAnalytics #ROI #MensahInsights