This project presents an interactive Power BI dashboard developed to analyze customer behavior and marketing campaign effectiveness for a fictional retail brand. The dashboard enables users to explore customer demographics, purchase patterns, and campaign response behavior across multiple dimensions.
- Microsoft Power BI Desktop
- Power Query Editor
- Microsoft Excel (CSV format)
Visuals: Column charts, bar charts, clustered comparisons
Insights:
- Displays acceptance trends across six marketing campaigns
- Highlights product performance by sales contribution
- Compares platform preferences (Store, Web, Catalog, Deal) per campaign
Business Question Answered:
Which campaigns generated the most engagement and revenue?
Visuals: Donut charts, bar graphs, segmented visuals
Insights:
- Segments customers by age group, marital status, education, and income
- Tracks purchasing habits by demographic group
- Highlights how age and household structure influence buying behavior
Business Question Answered:
Which types of customers respond more positively to marketing and what products do they prefer?
Visuals: AI-powered Key Influencers chart
Insights:
- Identifies key factors influencing campaign acceptance and higher spending
- Highlights the role of income, household size, and platform use
Business Question Answered:
What factors most strongly influence whether a customer accepts a campaign or contributes high revenue?
- Campaign 6 had the highest customer acceptance, showing strong engagement toward recent marketing efforts.
- Campaign 5, although less accepted, generated the highest total revenue — indicating higher spend per customer.
- Wine emerged as the most purchased and highest-earning product, particularly among older customer segments.
- Store platform dominated all others, accounting for over 13,000 purchases across all campaigns.
- Customers with higher income, no kids/teens at home, and fewer web visits per month showed greater likelihood of campaign acceptance and higher sales contribution.
The report includes dynamic tiles that summarize key metrics such as:
- Total Campaign Acceptance Count
- Average Income of Campaign Responders
- Most Frequently Used Purchase Platform
These help decision-makers instantly spot key trends in customer engagement and campaign reach.
The dataset includes 2,240 customers with the following fields:
- Demographics: Year of birth, marital status, education, income
- Household Info: Number of kids and teens at home
- Behavioral Metrics: Recency, number of deals used, platform activity
- Product Purchases: Spending on wine, meat, fruits, etc.
- Campaign Responses: Binary flags for Campaigns 1–5 and a final “Response” field for Campaign 6
A star schema was created using related dimension tables for products, campaigns, platforms, and image URLs.
- Slicers to filter by age group, platform, and campaign
- Interactive tooltips for precise insights
- Key Influencers AI Visual for automated insights into driving factors
The dashboard answers key business questions such as:
- Which products are preferred by which age groups?
- What customer profiles are more likely to accept marketing campaigns?
- Which platform performs best for different campaigns?
Together, these insights enable marketing teams to:
- Tailor campaign strategies
- Segment audiences more effectively
- Increase ROI through data-driven targeting
This Power BI dashboard provides a powerful visual framework for understanding marketing performance, customer segmentation, and purchasing behavior. Built without DAX, it focuses on strong data modeling and Power Query transformations to tell a complete customer engagement story. Ideal for showcasing analytical thinking, dashboard design, and business storytelling in a marketing context.