📊 GlobalShala Ad Campaign Optimization Project

🚀 Overview

This project was completed as part of the Excelerate Data Visualization Virtual Internship (July-Aug), where I collaborated with a global team of six analysts to help GlobalShala identify cost-saving opportunities in their Facebook ad campaigns for the Superhero U event.

Our mission: Reduce wasted ad spend and improve campaign ROI through data analysis and visualization.

🎯 Objective

Analyze marketing performance data to:

• Identify underperforming campaigns
• Recommend discontinuation or optimization strategies
• Present actionable insights to GlobalShala’s Marketing and Finance teams

🧠 Tools & Techniques

• Python for analysis
• Metrics Analyzed:
  • Cost Per Result (CPR)
  • Click-Through Rate (CTR)
  • Reach & Impressions
  • Unique Link Clicks (ULC)
• Visualization Best Practices:
  • Emphasis on key data points
  • Direct labeling and annotations
  • Clear, accessible chart design

📈 Key Findings

• 🔥 Several campaigns had high CPR and low CTR, indicating poor cost-efficiency.
• 😴 Ad fatigue was evident in campaigns with high frequency but low engagement.
• 🎯 Some campaigns failed to reach their intended audience.

✅ Recommendations

Campaign	Action	Rationale
Australia	Discontinue	Highest CPR, lowest CTR (4.5%), minimal engagement
UK & UAE	Optimize	Stronger CTR (~10%), potential for improved targeting and creative refresh

💡 Projected Impact

By implementing our recommendations, GlobalShala could reduce wasted ad spend by up to 30%, reallocating budget to high-performing campaigns.

📊 My Contributions

• Created visualizations & compiled mine & other teams’ work into the final Week 1 report, which was then formatted by another teammate.
• Designed and refined presentation slides using Beautiful.ai.
• Led efforts to highlight underperforming campaigns and ensure visual clarity.
• Presented findings to stakeholders, combining analytical rigor with strategic storytelling.

🧭 Internship Journey

Week	Focus	Highlights
Week 1	Data Analysis	Built initial visualizations and contributed to team charter
Week 2	Visualization Design	Refined charts using best practices
Week 3	Presentation Design	Led slide creation and emphasized strategic insights
Week 4	Final Delivery	Collaborated on final presentation and reflected on growth

🏁 Outcome

This internship deepened my understanding of marketing analytics and honed my ability to communicate data-driven insights effectively. It also strengthened my teamwork and leadership skills in a remote, multicultural environment.