analyzing data from a series of marketing

Question

Hello,

I am analyzing data from a series of marketing campaigns, including campaign costs, impressions, click-through rates (CTR), and conversion rates for each campaign. The goal is to assess the effectiveness of each campaign and determine which type of campaigns (e.g., email marketing, social media ads, or paid search) perform the best in terms of return on investment (ROI).

Can anyone provide advice on how to analyze the campaign data, calculate ROI, and identify patterns that lead to the most successful campaigns?

Best Regard,

Dona

DGMEE

OTrieger · Answer

@dona168lee 
Hello Dona,

Your question is not really relating to Alteryx, as data analysis can be done with different systems or programs, nevertheless it is a very good one as there is a lot of wrong concepts on this subjects.

You need to figure out the total volume of outflow units per campaign, number of emails, number of fliers, number of posts etc.

Then collect the data what is the total inflow for each campaign and out of the total inflow the total number of items that turn into deals.

Now you will have the data, on x amount of outflow, the amount of inflow y and x amount of deals

So the campaign with the highest %age of y will be the campaign that generating the highest number of inquiries. Then check the x %age to understand which campaign has the highest conversion rate, here it is important to understand WHY.

Take take the total cost and divide by total volume of each campaign then you will understand the relating between the cost and the revenue from each campaign