End-to-end marketing campaign performance analysis on a Social Media Advertising dataset (300,000 records, 19 variables) using IBM Cognos Analytics.
The goal was to identify which channels, campaign goals, and audience segments deliver the best ROI and engagement for marketing decision-making.
Tool: IBM Cognos Analytics (Dashboard + Reports)
KPIs covered: Impressions, Clicks, CTR, CPC, ROI, Acquisition Cost
- Channel-wise clicks by Campaign Goal
- Impressions by Campaign Goal (Pie chart)
- Acquisition Cost vs ROI scatter plot
- Impressions trend by Date and Channel
Campaign-level breakdown with filters for Channel, Audience, and Goal
| Metric | Value |
|---|---|
| Total Impressions | 16.8 Billion |
| Total Clicks | 5.4 Billion |
| Average CTR | 31.42% |
| Average CPC | $0.46 |
| Average ROI | 3.18 |
| Total Acquisition Cost | $2.33 Billion |
| Channel | Avg ROI | Avg CPC | Total Impressions |
|---|---|---|---|
| 4.01 🏆 | $0.387 | 4.6B | |
| 4.00 | $0.388 | 4.6B | |
| 3.99 | $0.388 | 4.6B | |
| 0.72 🔻 | $0.660 | 3.0B |
Instagram delivers the highest ROI while Pinterest underperforms significantly
| Campaign Goal | Avg CTR | Conversion Rate |
|---|---|---|
| Brand Awareness | 31.42% | 8.0% |
| Increase Sales | 31.42% | 7.99% |
| Market Expansion | 31.42% | 8.02% |
| Product Launch | 31.41% | 7.99% |
All campaign goals perform similarly in CTR — differentiation lies in channel selection
- Pinterest has the lowest ROI (0.72) — 5x lower than Instagram/Twitter — budget reallocation recommended
- Pinterest also has the highest CPC ($0.66) — most expensive but least effective channel
- Instagram is the clear winner — highest ROI, lowest CPC, strong impressions
- All campaign goals perform uniformly — goal type doesn't significantly impact CTR or conversion
- 300K campaigns analyzed — large enough dataset for statistically reliable insights
- Reallocate Pinterest budget to Instagram and Twitter — ROI is 5x better
- Instagram-first strategy for campaigns targeting high ROI
- Market Expansion goal shows marginally better conversion — prioritize for new audience targeting
- Monitor CPC trends — Pinterest's high CPC with low ROI is a red flag
| Feature | Details |
|---|---|
| Source | Kaggle — Social Media Advertising Dataset |
| Records | 300,000 campaigns |
| Variables | 19 |
| Channels | Facebook, Instagram, Pinterest, Twitter |
| Goals | Brand Awareness, Increase Sales, Market Expansion, Product Launch |
| Date Range | 2022 |
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