DIGITAL MARKETING ANALYSIS

 

TITLE: Maximizing E-commerce Impact with Precision Digital Marketing Analysis



 INTRODUCTION:  


Fresh Cart is an online grocery platform that simplify grocery shopping for customers. The platform offers a wide range of fresh and quality products, all delivered right to their doorstep.      

Fresh Cart was launched in 2018 and has quickly gained a loyal customer base due to it impeccable service, diverse product range, and competitive pricing. The platform seamless online experience and dedicated customer service have made it a major player in the online grocery market.       


Project Objectives: 

The aim of this project is to analyze fresh cart past advertising data and create a strategy to optimize their digital ad spending. The specific objective are:

1. Evaluate the effectiveness of current campaigns across platforms.

2. Identify top-performing channels for advertising. 

3. Assesses demography engagement and conversion rate.

4. Recommend strategies for better budget allocation. 


Data Description:

The marketing team has provided an excel file containing Fresh Cart campaigning data:

Ad Campaign Data:

  • CampaignID: Unique identifier of each campaign
  • Platform: where the ad was shown (e.g., Google ad, Facebook, Twitter, Instagram, YouTube, Third-party site ,etc.)
  • AdDuration: Ad duration in weeks
  • Cost: Amount spent on the ad
  • Impression: Number of times the ad was shown
  • Click: Number of time the ad was clicked
  • Conversion: Number of actions taken as a result of the ad
  • Conversionvalue: The total sales value generated from the conversion. 
  • CPC (cost per clicks): How much was spent for each click

Analysis: Home overview.
                             

                                 
 




                         


PLATFORM ANALYSIS:








                                          



CAMPAIGN ANALYSIS:




























INSIGHTS:

Twitter or YouTube: Which platform is more effective for Ad campaigns?


so far, YouTube as been the most effective platform for Fresh Cart's advertising: Here are the reasons:


High conversion Rate: Both YouTube (6.41%) and Twitter (6.79%) have conversion rate that exceed e-commerce industry's average of 1-3%, meaning their audience are highly receptive to Fresh Cart's ads


Lowest Cost Per Conversion: YouTube cost per conversion ($2.72) is significantly lower than Twitter ($14.12), which is more than 5 times higher than YouTube's. This shows the cost-effectiveness of the platform in converting viewer into customer.


Impressive RAOS: The return on the Ad spend (ROAS) for YouTube stands at an impressive 1298.84% This means that Fresh Cart $12.99 in return for every dollar it spend on YouTube advertising. This is significantly higher than the ROAS other platform including Twitter (420.18%)


Efficiency: YouTube generates more sales than Twitter even with viewer campaigns (9 vs 12)and shorter ads durations


considering all these factors YouTube most effective platform for Fresh Cart's ads. it offers a combination of conversion rate, maximum sales revenue, impressive ROAS, and the lowest cost per conversion all while requiring a fewer campaign and shorter duration. this makes it highly cost-effective and efficient platform for fresh cart's advertising needs.  


Which is the least effective platform for Ad Campaign?


Based on the analysis, Google Ads as been the least effective or potentially overfunded platform for fresh cart's advertisement. Here is why:



lowest Conversion Rate: Google Ads has the lowest conversion rate at (4.62%) which which is notably lower than the conversion rate of the other platforms.


Highest CPC: Google Ads also has the highest cost per conversion rate at $35, making it the most expensive platform in terms of acquiring a customer.


Least ROAS: In terms of ROAS, Google Ads is the most bottom with 180.88%, while this is still a positive result it's considerably lower than other platforms.


Google Ads generated sales revenue of $80.07K which is higher than Instagram, but significantly lower than YouTube, Twitter and Facebook.



  
RECOMMENDATIONS:

YouTube


  1. Invest in YouTube: Given it's high ROAS, low cost per conversion, and significant sales revenue, consider increasing the budget allocation for YouTube adverting. This platform offer a cost-effective way to acquire customer.
  2. Analyze successful campaigns: Deep dive into the top performing YouTube campaign to identify the types content that resonate best with the audience on the platform.
  3. Explore the possibility of running more campaigns or extending the duration of existing successful ones to capitalize on it's performance.


Twitter

  1. Optimize Twitter spend: while Twitter as a good conversion rate and significant sales revenue, the ROAS and cost per conversion suggest there's room for optimization. investigate area for optimization on Twitter. consider refining ad targeting, creative content and evaluating the performance of individual campaign to ensure better return.
  2. Analyze successful campaigns: Deep dive into the top performing Twitter campaign to identify the type of content that resonate best with the audience on the platform.


In conclusion, while Fresh Cart has experienced successes across multiple platform, there's always room for optimizing and growth. By focusing on this recommendation, Fresh cart can further enhance it digital advertising efficiency and effectiveness. 


Google Ads


Reassess Google Ads Strategies:


  1. While Google Ads has above-average conversion rate compared to industry standards it lags behind other platforms in terms of ROAS , sales revenue and has the higher cost per conversion for Fresh Cart.
  2. Consider revisiting the keyword targeted, ad creative, and landing pages to optimize performance.
  3. Conduct deeper analysis to identify if certain campaign or ad groups within Google Ad are underperforming refine accordingly.


Overall, Explore Retargeting Strategies across all platform if not already in use. Implement retarget campaign, especially on platforms where visitors might not have converted the first time. This can help improve overall conversion rate.                                       

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