About
This project was a collaborative capstone completed during the COOP Fellowship, where the data analytics team, including myself as part of the spatial analysis group, worked together to analyze an ad's campaign performance by state.
We focused on optimizing budget allocation, and analyzing key metrics such as conversions, clicks, and impressions, and KPIs, such as CPC, CVR, CPA, to identify top-performing locations, devices, exchanges, and URLs.
Our analysis process involved transforming our dataset by cleaning it and creating pivot tables in Excel to get a general overview of our data. We also used Tableau to dive deeper into our analysis and create visualizations to aid our strategy.
Our Insights
Our analysis identified opportunities to save $500K by optimizing budget allocation and ad performance.
We recommended reallocating funds from 10 low-performing states, which accounted for 9% of expenses but generated only 800 conversions, to five high-converting states—Illinois, California, New York, Florida, and Tennessee—that produced 7,600 conversions. While Kentucky had low conversions, its high viewability rate suggests potential value in raising brand awareness rather than driving direct sign-ups.
Additionally, we uncovered excessive spending on certain URLs that yielded only 1-2 conversions but had CPAs exceeding $3,000, representing 8% of total expenses.
Lastly, we advised prioritizing mobile-friendly ads, given smartphones' strong performance, to enhance engagement and overall results.
My role
As a member of the spatial analysis team, I drove efforts to pinpoint high-converting states and uncover significant budget misallocations tied to underperforming URLs. My contributions extended to developing strategic recommendations that optimized the campaign’s performance and boosted cost efficiency, ensuring resources were allocated to maximize conversions and ROI.