The Business Problem
A DTC brand was spending across 5 marketing channels with no idea which ones were actually profitable. The CMO asked: "We're spending ₹1.1Cr a month on marketing. Where is it actually working?"
Interactive Dashboard
Marketing ROI Dashboard
Interactive analysis of ₹1.1Cr spend across 5 channels
Channel Performance
| Channel | Spend | ROAS | CAC | Conv% | ROI |
|---|---|---|---|---|---|
| ₹44K | 64.09× | ₹2 | 8.95% | +6309% | |
| Paid Search | ₹33.6L | 2.54× | ₹101 | 4.50% | +154% |
| Meta Ads | ₹26.7L | 0.87× | ₹206 | 2.44% | -13% |
| Influencer | ₹47.8L | 0.43× | ₹440 | 1.65% | -57% |
| Organic Social | ₹0 | ∞× | Free | 2.83% | N/A |
💡 Key Insight
Email delivers 64× ROAS with just ₹44K spend, while Influencer burns ₹4.78Cr with negative ROI. The data shows a massive reallocation opportunity.
What This Dashboard Shows
The interactive dashboard above demonstrates:
- Overview: Complete channel comparison with all key metrics
- ROAS Analysis: Visual breakdown of Return on Ad Spend per channel
- CAC Comparison: Customer Acquisition Cost analysis with benchmarks
- Budget Reallocator: Drag sliders to simulate budget shifts and see projected portfolio ROAS in real-time
Try the Reallocator tab — drag the sliders to shift budget from Influencer to Email and watch the projected ROAS improve instantly.
Key Stats (Real Data)
Channel Performance (Real Results)
| Channel | Spend | ROAS | CAC | Conversion Rate | ROI |
|---|---|---|---|---|---|
| ₹44K | 64.1× | ₹1.84 | 8.95% | +6,309% | |
| Paid Search | ₹33.6L | 2.54× | ₹101 | 4.5% | +154% |
| Organic Social | ₹0 | ∞ | ₹0 | 2.83% | Free |
| Meta Ads | ₹26.7L | 0.87× | ₹206 | 2.44% | -13% |
| Influencer | ₹47.8L | 0.43× | ₹440 | 1.65% | -57% |
Key finding: Email costs almost nothing and converts at nearly 9%. Influencer is burning ₹4.78Cr/yr with negative ROI.
Live Demo & Repository
Charts
Budget Reallocation Recommendation
| Channel | Current Budget % | Recommended % | Rationale |
|---|---|---|---|
| 0.4% | 3% | 64× ROAS, near-zero CAC — massively underinvested | |
| Paid Search | 30.5% | 38% | Profitable at 2.54× ROAS, scale it |
| Organic Social | 0% | 0% | Free conversions, maintain content quality |
| Meta Ads | 24.3% | 20% | Awareness channel, reduce slightly |
| Influencer | 43.4% | 15% | Negative ROI — reallocate 28% away |
Moving 20% of Influencer budget → Email + Paid Search is estimated to increase overall marketing ROI by ~2.4×.
Stack & Skills Demonstrated
Python · Pandas · Matplotlib · Streamlit · Marketing analytics · CAC/ROAS/CTR · Attribution modeling · Dashboard development
Resume Bullet
Marketing Channel ROI & Funnel Analysis (Python, Pandas, Streamlit) Computed CAC, ROAS, and conversion rates across 5 marketing channels on 1,500+ campaign rows. Identified Email as highest-ROI channel (9% conversion rate, near-zero CAC) and Influencer as lowest (negative ROI on 2 of 3 campaigns). Built an interactive Streamlit dashboard with channel filter and produced a data-backed 20% budget reallocation recommendation.