Ad Campaign Comparison
Project Overview
This project involved analyzing marketing campaign performance across Facebook, Google, and TikTok. I performed individual analyses for each platform and an overall comparison to identify the most successful platform based on key metrics. Tableau dashboards were created to visualize the data, and Python was used for detailed analysis, including statistical methods like confidence intervals, hypothesis tests, and regression analysis. The GitHub file linked below contains all dashboards, code, and executive summaries, with each platform organized into its own folder. In addition, there are links to all dashboards created on Tableau.
Tools & Technologies
- Tableau
- Python
- Statistical Analysis
- Data Visualization
- Marketing Analytics
Methodology
This project focused on analyzing marketing campaign data to identify performance patterns and optimize ROI:
- Data collection and preparation
- KPI analysis across campaigns
- Demographic analysis
- Time of day analysis
- Key word seach analysis
- Interactive dashboard creation
Results & Impact
A summary of the results is below:
TikTok had the largest reach and most clicks, but it also had the lowest conversion rate (1.13%) and a relatively low click-through rate (3.45%). Facebook, on the other hand, had the second highest reach and clicks but outperformed in conversion rate (30.96%) and click-through rate (4.6%). Google performed the worst across all metrics, with the lowest impressions, clicks, click-through rate (1.14%), and a poor conversion rate (3.1%). TikTok had the lowest cost per click, but its total cost was the highest due to a large number of views. Facebook had the second lowest cost per click and total cost, making it the most balanced platform in terms of performance. While TikTok would seem superior based on cost and reach alone, Facebook emerged as the best performer across all metrics. For Facebook, the target demographic should focus on men and older age groups, particularly in early mornings or lunch hours, and ads should be tailored to families or couples, as shown by Google keyword insights.
Analysis Overview:
- TikTok had the lowest cost per click (0.22$) , Facebook had the second highest cost per click (0.42$)
- TikTok recieved the most views but the lowest conversion rate
- Facebook had both the highest conversion and click through rate
- Considering all metrics, Facebook is the best choice for the target audience.
- Using facebook, the target demographic should be men and older age groups, as they are most likely to convert.
- If the time of day is going to be manually selected, the times should be either early mornings or lunch hours as that is when people in that age group are most likely to be online.
- Additionally, the ad should be catered to target families or couples, as revealed in the Google keyword search results.