How To
Oct 6, 2023

Picking the Perfect Channel Through Marketing Campaign Analysis

What makes a successful digital marketing campaign? The answer often lies in choosing the perfect channel to reach your audience. In the online age, digital marketing campaigns are the linchpin of a brand's relationship with its customers, and selecting the right channel is crucial for resonating with your target audience. 

This blog walks through a marketing campaign analysis example, digging into the meticulous channel selection process, and dives into how Gigasheet can be your ally in navigating through the data to pinpoint the perfect channel for your marketing campaigns. 

If you can use a spreadsheet, you can use Gigasheet to analyze all of your digital marketing data!

Digital Marketing Campaign Analysis Made Simple Using Gigasheet

When you decide to launch a marketing campaign, you might have a lot of data at your disposal. When analyzed correctly, this data can provide invaluable insights that can significantly impact the success of your campaign. 

Large datasets can be confusing to figure out. This is where Gigasheet comes in with its bespoke analytical capabilities to help sift through all your data and find the perfect channel for your marketing campaign. 

Let's look at how you can leverage Gigasheet to process your data and find actionable insights for your marketing campaign. 

1. Upload your files to Gigasheet

First, let's begin by importing data into Gigasheet. The best part is that Gigasheet supports various file formats, including XLS, XLSX, TSV, JSON, CSV, and XML. Gigasheet also allows the ZIP format, where it will automatically unzip the file and process it. 

To upload a file to Gigasheet, sign up with Gigasheet and create an account. Now, click +NEW > Upload to open a file from your computer. You can also upload files from Google Drive, One Drive, Dropbox, and AWS S3. 

Upload files to Gigasheet to perform digital marketing campaign analysis

Once you upload the file, Gigasheet will automatically parse your data and prepare it for exploration. You can find the uploaded file in the library. 

When you open the file, Gigasheet will have already arranged all your data into a neat spreadsheet that is easy to navigate, edit, and analyze. Below is a sheet with marketing campaign data, which is now ready for further analysis. 

data for marketing campaign analysis

2. Clean your dataset 

Before we move on to the fun and the most important part of analyzing the dataset, let's make sure our data is clean. 

For this, Gigasheet provides several data cleaning functions such as remove duplicate rows, remove null values, delete errors, fix inconsistencies, and more. Perform any of these data clean up processes by clicking on Data Cleanup and selecting the function you wish to use. This will open up a dialogue box to guide you through the process. 

clean you dataset for marketing campaign analysis

3. Perform The Digital Marketing Campaign Analysis

Gigasheet comes with multiple capabilities for analytics. You can apply descriptive and inferential statistical analysis by clicking on Functions and selecting the function you want to use. You can filter the data to see rows and columns with specific values or entries.

# Create Pivot Tables

When selecting a channel for a marketing campaign, a powerful function Gigasheet offers is the ability to create easily understandable pivot tables in just a few clicks. 

Pivot tables are powerful, interactive tables that can easily summarize large data sets and easily explore insights. As a marketer, this can be a useful tool to understand your target audience and find the perfect channel, duration of the campaign, and campaign type. 

The key metrics include ROI, engagement scores, conversion rates, and clicks. You can select your marketing channel based on your target audience using these metrics. You can also identify the duration of your campaign and the campaign type, keeping in mind your audience and customer segment. Let's create a pivot table to determine the best marketing channels. 

First, start with a pivot table to identify the best marketing channel for a specific target audience using ROI. 

To create a pivot table, click on Group. In the dialogue box, Group by > Target Audience and Then by > Channel Used

create groups as part of digital marketing campaign analysis

Gigasheet will now display all the unique entries in the target audience and all the channels used under each category. 

Grouped channel marketing data in gigasheet

Now, to turn this sheet into a pivot. Go to the sidebar, click on Columns, and use the toggle button to turn Pivot Mode on. Now, you can choose which values/columns to see and customize the aggregators based on your requirements. 

We will drag and drop the ROI column into the values section for the pivot table we are creating and select averages as the aggregator. 

Looking at the marketing data in a pivot table

Similarly, we can drag and drop other metrics to deepen our understanding of various channels and their effectiveness on different audiences. Here, we have added the conversion rate metric to the values section. 

# Sort to find the perfect channel

Now, all that is left is to identify the best channel. You can use the Sort function to arrange the ROI or conversion rate from highest to lowest to find the best channel for each target audience. The channel with the highest ROI under each target audience category would be the best. 

Based on our dataset here, for the target audience "Men 25-34", Facebook is the best channel to use according to ROI metrics. 

Perform sort as part of digital marketing campaign analysis

# Visualize your results

To visualize your findings for a marketing campaign analysis report, you can create charts by selecting the rows and columns you want to use and then clicking on Chart Data. You can choose from different charts, including bar, line, pie, and scatter plot charts. 

create charts as part of a marketing campaign analysis report

More Digital Marketing Campaign Analysis with Gigasheet 

You don't have to stop at ROI or conversion rates to analyze your data. Here are some more pivot table ideas for a more comprehensive data analysis. 

1. Pivot Table for Duration Analysis:

Find the perfect duration to run each type of campaign. 

  • Row Labels: Duration, Campaign Type
  • Values: ROI, Conversion Rate
  • Aggregation: Average

2. Pivot Table for Channel Analysis:

Find the best campaign type for each channel based on various metrics. 

  • Row Labels: Channels Used, Campaign Type
  • Values: ROI, Conversion Rate, Clicks, Impressions
  • Aggregation: Average

3. Pivot Table for Customer Segment Analysis:

Find the ideal channel for each customer segment with this pivot. 

  • Row Labels: Customer Segment, Channels Used
  • Values: ROI, Conversion Rate, Engagement Score
  • Aggregation: Average

Gigasheet for Marketing Campaign Analysis 

If you have large marketing datasets that you must analyze to optimize your marketing campaigns, look no further than Gigasheet. 

With an easy-to-use interface and no-code, no-formula analytics and capabilities to handle up to 1 billion rows of data, Gigasheet is a comprehensive big data solution. 

Our scalable platform comes with powerful analytics features, data visualization tools, and collaboration options to ensure you are not just crunching numbers but uncovering stories and identifying trends to achieve marketing excellence. 

Get ready to embrace the world of insightful data analysis and try Gigasheet's one-of-a-kind platform today by signing up for free!

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