Marketing Funnel & Conversion Performance Analysis

Project Overview

This project analyzes a marketing lead funnel to understand how customers move from contacted leads to converted customers.

Key Objectives

• Analyze conversion rates across funnel stages
• Identify drop-off points
• Compare performance by:
  • Contact type
  • Campaign intensity
  • Month
  • Job segment

Tools Used

• Power BI
• DAX
• CSV Dataset (Bank Marketing Dataset)

Key Insights

• Overall conversion rate: 11.3%
• 1–3 call campaigns perform best
• Cellular contact outperforms telephone
• Students and retired segments show higher conversion

Repository Structure

• PowerBI/: Power BI dashboard file
• Data/: Dataset used
• Screenshots/: Dashboard visuals

How to Use

1. Download the .pbix file
2. Open in Power BI Desktop
3. Refresh data if needed

Dashboard Preview