Overview

In this challenge, you will analyze a real Marketing dataset and produce a clear, decision-ready analysis. The goal is not only to build charts, but to deliver clean data, KPIs, and actionable insights that improve marketing performance (budget allocation, campaign optimization, audience targeting, and funnel efficiency).

Dataset

• Source: Marketing Dataset (Google Drive)
• Download: Google Drive — Marketing Data Folder
• You may use any tool to analyze the dataset. Your submission must include the required deliverables below.

Your Tasks

• 1) Data Cleaning: handle missing values, duplicates, wrong types, inconsistent formats, and outliers. Clearly document what you changed and why.
• 2) KPI Framework: define and calculate core marketing KPIs based on available columns: Spend, Impressions, Clicks, CTR, CPC, CPM, Leads/Conversions, CPA/CPL, Revenue (if exists), ROAS (if exists).
• 3) Performance Analysis: analyze by channel/campaign/adset/ad, audience, location, and time (based on the dataset structure).
• 4) Insights & Recommendations: extract 8+ actionable insights and propose 3 concrete next actions for the next month.

Required Deliverables (Must Submit)

• 1) Clean Dataset (required):
  • Format: CSV or Parquet (preferred) or XLSX
  • Must include: cleaned columns, consistent types, and documented fixes
  • File name example: marketing_clean.csv
• 2) Dashboard / Report View (required):
  • Power BI / Tableau / Excel dashboard OR Python notebook report
  • Must include: KPI cards + trends + Top/Bottom performers + filters (time/channel/campaign)
  • Export as: PDF screenshots OR share a public link (if possible)
• 3) Insights Report (required):
  • 1–2 pages (PDF/DOC/Markdown)
  • Include: KPI definitions, 8+ insights, and 3 recommended actions
  • Include at least: “What happened?”, “Why it happened?”, “What to do next?”
• 4) Reproducible Work (required):
  • If you used Python/SQL: submit notebook/scripts + requirements (or environment.yml)
  • If you used BI tools: submit PBIX/TWBX (or packaged files) OR clear steps to reproduce
• 5) Short Video Walkthrough (required):
  • 3–6 minutes max
  • Show: dataset → cleaning summary → dashboard → key insights
  • Upload: YouTube unlisted or Google Drive link

✅ We care most about the deliverables quality, clarity of insights, and reproducibility — not the tool you used.

Business questions to answer

• Which channels/campaigns are the most efficient (best CPA/CPL or ROAS if available)?
• Where is budget wasted (high spend + low results)?
• What changed over time (daily/weekly/monthly)? Any anomalies?
• What are your top 3 optimization actions for next month?