Optimizing Ad Spend Using SQL, Mixpanel & Attribution Logic

📌 Summary

Led a solo-driven marketing data project that saved 52% in ad spend and doubled ROAS, enabling smarter budget allocation.

📌 Objective

• Attribute conversions accurately across channels
• Eliminate underperforming influencer campaigns

🔧 Tools & Skills

• PostgreSQL (joins, window functions, CTEs)
• Power BI dashboards
• Mixpanel for cohort & funnel analysis
• Apptrove (campaign spend data)
• Python scripts for cleaning & data prep
• Excel

🔍 Process Breakdown

<details> <summary>1. Data Aggregation</summary>

• Merged Apptrove spend data, Mixpanel user events, internal transactions