Market Channel Performance Analysis

Project Overview

This project analyzes the performance of different marketing channels in driving car sales. Using data from ad channels, clicks, locks, sales, spend, and vehicle information, the analysis evaluates cost efficiency, customer journeys, profitability, and ROI across channels and partners.

The notebook applies attribution models, profitability calculations, and statistical insights to help identify which campaigns deliver the best value for money and maximize business impact.

Project Highlights

Objective

• Measure and compare the effectiveness of different marketing channels.
• Identify the most cost-efficient campaigns and partners.
• Evaluate customer acquisition costs (CAC), cost per click (CPC), and return on investment (ROI).
• Provide insights on customer behavior and profitability.

Concepts & Techniques Used

• Attribution Models: First-touch attribution for sales analysis.
• Performance Metrics:
  • Cost Per Click (CPC)
  • Customer Acquisition Cost (CAC)
  • Return on Investment (ROI)
  • Profitability analysis
• Customer Journey Tracking: Mapping clicks → locks → sales.
• SQL Integration in Python: Using SQLite and %sql magic commands.
• Data Preprocessing & Transformation: Feature engineering, datetime conversion, campaign/partner extraction.
• Exploratory Analysis: Channel performance, partner efficiency, and user interaction patterns.

Tools & Libraries

• Python (Pandas, NumPy)
• Matplotlib & Seaborn (data visualization)
• SQLite & Jupyter SQL extension (SQL queries inside notebook)

Key Results

1. Cost Per Click (CPC):

   • Search Engine channels had the lowest CPC (~1.25), while Finance Partnerships were the most expensive (~3.21).

2. Customer Acquisition Cost (CAC):

   • The most cost-efficient partner was Debit Dharma with CAC ≈ 146.
   • Some channels had CACs exceeding 800, highlighting inefficiencies.

3. Top Campaigns by Sales (First-Touch Attribution):

   • Sedan campaigns (265 sales)
   • Convertible campaigns (187 sales)
   • 25+ demographic video ads (175 sales)

4. ROI Analysis:

   • Best ROI: Finance Partnerships (ROI ≈ 2.3x).
   • Worst ROI: Third-Party Listings (ROI ≈ 0.28x).

5. Customer Behavior Insights:

   • On average, customers interacted with ~4 different channels before locking a car.
   • Only ~2.85% of sales occurred without a click in the last 90 days, suggesting most sales are influenced by recent ad interactions.

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