Tools Used
Key Outcome
"Reduced cost-per-acquisition by 34% over 3 months by identifying underperforming ad sets and reallocating budget to high-converting audience segments."
Case Study
Overview
This project involved building a unified marketing analytics dashboard for a mid-size e-commerce brand. The challenge: data was siloed across Google Ads, Meta, email (Klaviyo), and the website — making it impossible to see the full customer journey.
The Problem
The marketing team was making budget decisions based on last-click attribution, which was significantly undervaluing top-of-funnel channels (particularly Meta awareness campaigns) and overvaluing branded search.
Solution
I built a Python pipeline that pulled data from all 4 platforms via their respective APIs, normalised it into a unified schema, and loaded it into a SQL database. A Tableau dashboard then visualised:
- Multi-touch attribution by channel
- Cost-per-acquisition by audience segment
- Email open/click/conversion rates by campaign type
- ROAS (Return on Ad Spend) by creative format
Results
Over the following 3 months:
- CPA reduced by 34% — by cutting spend on underperforming ad sets identified through the dashboard
- ROAS improved from 2.1x to 3.4x
- Email revenue increased 28% after segmentation improvements informed by the data
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