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Digital Marketing Campaign Performance Log
Data Science and Analytics
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About
A record detailing digital marketing activities designed to facilitate performance analysis and metric calculation. This data allows users to analyze marketing spending effectiveness, evaluate the Return on Marketing Investment (ROMI), and understand how specific campaigns and categories perform over time. The logs capture customer behaviour, tracking key conversion funnel points from initial impressions through to clicks, leads, orders, and resulting revenue. It supports deep dives into questions such as determining optimal targeting locations (tier 1 or tier 2 cities) and identifying which campaign types (social, search, influencer, banner) yield the best results.
Columns
id: A unique identifier for each specific data entry.c_date: The exact date the marketing budget was spent on the campaign.campaign_name: A descriptive label for the particular marketing effort.category: The type of marketing source utilised, such as social media or search advertising.campaign_id: The unique identification code assigned to the campaign.impressions: The total number of times the advertisement was displayed.mark_spent: The amount of money expended on the campaign during that period.clicks: The count of users who engaged with the ad banner, leading them to the website.leads: The number of sign-ups or credentials captured from visitors.orders: The count of completed product purchases.revenue: The total monetary earnings generated by the campaign.
Distribution
The data is contained within the
Marketing.csv file, which is 24.46 kB in size. The dataset consists of 11 distinct columns and provides 308 valid records. All entries are valid, with zero mismatched or missing values across all fields. Categorical fields, such as category, show that 'social' campaigns make up the majority of the entries (55%).Usage
This dataset is ideal for calculating actionable marketing metrics that support decision-making and business improvement. Analysts can derive metrics including Return on Marketing Investment (ROMI), Cost Per Click (CPC), Cost Per Lead (CPL), Customer Acquisition Cost (CAC), and Average Order Value (AOV). It enables the evaluation of marketing channels to determine which types of campaigns work best, allowing for strategic planning regarding maximum spend dates and identification of periods where conversion rates are highest. It is structured for analysis using tools like SQL and PYTHON.
Coverage
The data spans a period of one month, covering activity from 1st February 2021 to 28th February 2021. The financial figures represent spending and earnings related to the marketing efforts, exemplified by amounts noted in INR. The context of the analysis focuses on identifying better geographic targeting locations, specifically comparing tier 1 and tier 2 cities.
License
CC0: Public Domain
Who Can Use It
Intended users include data analysts focused on performance measurement and marketing managers tasked with evaluating the effectiveness of their campaigns. It is suitable for professionals seeking to calculate critical metrics like ROMI and understand customer behaviour (who clicked, who signed up, who paid) to optimise future spending.
Dataset Name Suggestions
- Digital Marketing Campaign Performance Log
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- KPIs for Digital Advertising Effectiveness
Attributes
Original Data Source: Digital Marketing Campaign Performance Log
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