Role: Marketing Data Analyst
Tools: Excel | Pivot Table | SUMIFS | XLOOKUP
Using Excel analytics to evaluate multi-channel marketing performance and optimize ad spend.
While much of my work focuses on content strategy and digital storytelling, this project highlights my interest in the analytical side of marketing and data-driven decision making.
This project analyzes simulated e-commerce marketing data to optimize a $3000 monthly advertising budget across Facebook, Instagram, and Pinterest.
Using Excel analytics and data visualization, I built an interactive dashboard to evaluate channel performance and identify the most effective marketing allocation strategy.
Marketing teams often need to decide how to allocate limited advertising budgets across multiple platforms.
The key challenge in this project was determining which channel delivered the strongest return in investment and how marketing resources should be prioritized to maximize campaign performance.
Key considerations included:
-Comparing ROI across Facebook, Instagram, and Pinterest
-Tracking marketing performance through key metrics
-Identifying the most efficient channel for budget allocation
（Example of the raw campaign datasets used for analysis)
I built an Excel-based analytics dashboard to track campaign performance, evaluate ROI, and compare channel efficiency.