This project evaluates FinPay Digital’s marketing performance using SQL-based analysis to generate actionable insights for improving customer acquisition and conversion efficiency. The analysis focuses on understanding campaign effectiveness, channel performance, and key marketing KPIs to support data-driven decision-making.
This analysis aims to evaluate FinPay Digital’s marketing performance using SQL-based analysis to generate actionable insights for improving customer acquisition and conversion efficiency.
Specifically, the objectives are to:
- Evaluate campaign performance across different marketing channels to identify the most effective acquisition sources
- Identify high-performing campaigns and creatives based on engagement and conversion metrics
- Measure key performance indicators (KPIs) such as Click-Through Rate (CTR), Customer Acquisition Cost (CAC), Return on Investment (ROI), and Conversion Rate
- Analyze campaign-level engagement patterns to understand performance differences across campaigns and channels
- Microsoft SQL Server – Data extraction, transformation, and analysis
- Excel – Data cleaning and validation
Analyzed which marketing channels drive the highest user and merchant acquisition and how engagement varies across channels.
Evaluated campaign effectiveness using impressions, clicks, and conversions to identify top and underperforming campaigns.
Measured funnel performance from impressions → clicks → conversions to identify drop-off points and inefficiencies in the customer journey.
- Campaign performance varies significantly across channels and strategies
- High impressions do not always translate into high conversions
- A small number of campaigns drive the majority of conversions
- Some campaigns show strong reach but weak conversion efficiency
- Conversion rate is a more reliable performance metric than impressions alone
The analysis highlights inefficiencies in campaign performance and emphasizes the need to optimize targeting, messaging, and budget allocation. Improving conversion efficiency across underperforming campaigns will significantly enhance overall marketing ROI.
Favour Isaac
Data Analyst | SQL | Excel | Business Intelligence