AI Powered Marketing:
Optimizing Digital Outreach

1. Project Summary

This project analyzes data from email, paid social and paid search campaigns. In most digital marketing strategies, paid search is used to drive consumers that are interested in the product to the brand while paid social creates new customers. Email is used to convert existing leads into customers and create repeat purchases with no media cost. The data came with dollars spent, impressions, clicks, leads, MQLs, SQLs, pipeline and revenue generated. After calculating the standard KPIs used for digital marketing, I used Excel PowerPivot to build a series of graphs and compiled my findings in the presentation below. The campaign Reddit Prospecting emerged as the strongest performer, delivering the lowest cost per impression (CPM) and the best ROI. The insights found in the presentation show how organizations can use performance data to form an optimal marketing strategy. Click the links below to download the data and the presentation.