Date: May 2025 Role: Freelance Data Analyst Technologies: Power BI, Power Query, DAX Data Source: Ecommerce Sales and Marketing Campaign Data (Jan–Apr 2025)

A rapidly growing ecommerce brand specializing in regional snacks wanted to track and optimize its sales and digital marketing campaigns across multiple Indian states. I developed a comprehensive Ecommerce Dashboard in Power BI that provided real-time insights into product performance, ad efficiency, and customer behavior.

To integrate sales and marketing data, clean and structure it using Power Query, and calculate essential KPIs using DAX. The goal was to help the business:

Identify top-performing products and regions

Optimize advertising spends across platforms

Improve customer acquisition efficiency

Track campaign ROI and trends over time

Total Sales: ₹79.84M

Google Ad Spend: ₹356.73K

Meta Ad Spend: ₹31.3M

CAC (Customer Acquisition Cost): ₹151

AOV (Average Order Value): ₹185.57

ROAS (Return on Ad Spend): 2.52 (average), up to 3.56 in campaigns

Impressions: 311M

Clicks: 4M+

Conversions: 129K

Top Sales Regions: Maharashtra, Karnataka, Tamil Nadu

High Revenue Product Types:

Top ROAS Campaigns:

Campaign Metrics Tracked:

Increase ad budget on high-ROAS campaigns

Improve CTR by testing better creatives

Scale product supply in high-demand states

Lower CAC by targeting repeat customers and optimizing Google spend

Monitor conversion-to-spend ratio monthly

Power BI: Data visualization and dashboard creation

Power Query: Data transformation and cleaning

DAX: Custom KPIs like ROAS, CAC, AOV, Conversion Rate

This dashboard empowered the ecommerce team to make data-driven decisions across marketing, inventory, and regional expansion — driving higher ROI, better targeting, and smarter product focus.

📎 Click here to view the full Power BI Dashboard

Created by Vidyalaxmi Mallya, Freelance Data Analyst