This project provides a data-driven framework for a leading Marketing Technology platform to optimize nano-influencer campaigns across global markets.
By integrating campaign performance with commercial cost data, the solution identifies high-yield markets and cost-efficient reward structures to maximize Return on Investment (ROI).
Using data from 2,500+ campaign posts, the analysis identified France and UAE as the top-performing markets by engagement efficiency.
| Market | Avg Engagement Rate (%) | Cost Per Engagement (CPE) | Total Spend |
|---|---|---|---|
| France | 6.97% | $0.23 | $32,945 |
| UAE | 6.90% | $0.26 | $26,415 |
| UK | 5.09% | $0.29 | $33,645 |
| Germany | 5.01% | $0.34 | $31,595 |
| USA | 5.02% | $0.39 | $33,300 |
We analyzed which Advocacy Rewards generate the highest engagement per dollar spent:
- Sample Products → $0.07 CPE (Highest Efficiency)
- Full Size Sets → $0.24 CPE
- Exclusive Kits → $0.58 CPE
Based on the analysis, the following tactical actions are recommended for Customer Success and Product teams:
-
Scale High-Reach Markets
Double down on nano-influencer recruitment in France, which shows the highest organic reach (6.97% ER) and lowest entry cost. -
Optimize Reward ROI
Shift budget toward Sample Product rewards during initial recruitment.
These yield the lowest CPE ($0.07) — enabling 3.4× more engagement than Full Size sets for the same budget. -
Refine Product KPIs
For Skincare brands, prioritize Saves over Likes, as Saves indicate stronger long-term purchase intent and community health.
-
ETL Pipeline
Merged raw campaign events with creator demographics using Python and Pandas. -
Feature Engineering
Developed custom ROI metrics, including:- Cost Per Engagement (CPE)
- Market-weighted Engagement Rates
-
Interactive Dashboard
Built a Streamlit application enabling real-time campaign optimization for non-technical stakeholders.
This solution empowers marketing teams to:
- Identify high-performing global markets
- Reduce campaign acquisition costs
- Improve ROI through data-driven reward optimization
- Enable real-time strategic decision-making
Aklilu Abera D. Data Analyst | Marketing Analytics | ROI Optimization |