The project is about developing a Power BI based software application for a popular marketing and financial analytical firm that is a single stop shop for consumer financial services and a comprehensive IT service provider. They innovate through technology and create smarter experiences for their consumers. They ideate, plan, produce, and run content assets and campaigns to create the optimal customer journey. They offer digital solutions powered by knowledge & creativity.
They were keen to design and develop a one stop marketing business intelligence solution that can get meaningful insights by tracking the user traffic to the website, user response on the products placed on the website, campaign management with cost of campaigns per users and the best and worst campaigns on the social media platforms.
It was difficult to manage all significant KPIs in the same Power BI report. There was an issue on Google Analytics Dimension incompatibility and threshold issues. It was tough to generate access tokens for social platform marketing APIs.
We have designed and developed Power BI and analytics reports that offer intuitive information for different features like user traffic insights to client based on the different campaigns running on social media platforms and measuring user interest in the products on their websites. The project also provides insight into blogs and other user interests depending on the location.
Key Components of Power BI Dashboard
Data of Google Ads comes from Google Sheets and data is obtained in Power BI through Google Sheets Connector. Social Ads data (Meta & LinkedIn) is fetched using respective marketing API. The Data View availability from is the production Azure SQL Server.
We have handled the dimension incompatibility issue by offering another dimension as a substitute and achieving the same results. There is an alternate way to access social media marketing APIs using the third party tools.
Blogs Demographics – Without Google Signals Active users and new users by City, OS, Browser type, Device category
Marketing Qualified Lead Campaign/Ads
Sales Accepted/Qualified Leads
The business gained the following benefits from our project solution
Enhanced decision-making in : Improving the worst-running campaign for better traffic to the website Effective spending on the campaigns Increasing the product spread based on user interests
Data analysis and interpretation
Decision support and validated information
Trends and patterns in data visually, through charts and tables
Ability to filter/show data using selected criteria
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