In this project, we will create a comprehensive marketing analytics dashboard. This dashboard will help us analyze various marketing metrics such as campaign performance, customer acquisition, and conversion rates. By the end of this project, you will have a solid understanding of how to use Tableau to visualize and analyze marketing data.

• Understand the key metrics in marketing analytics.
• Connect to and prepare marketing data.
• Create visualizations to track campaign performance.
• Build a dashboard to present marketing insights.
• Use filters and parameters to make the dashboard interactive.

1. Open Tableau and connect to your marketing data source. This could be a CSV file, an Excel spreadsheet, or a database.
2. Load the data into Tableau. Ensure that the data includes key metrics such as campaign names, dates, impressions, clicks, conversions, and costs.

1. Clean the data by removing any null values or duplicates.
2. Create calculated fields for important metrics:
   • Click-Through Rate (CTR): CTR = [Clicks] / [Impressions]
   • Conversion Rate: Conversion Rate = [Conversions] / [Clicks]
   • Cost Per Click (CPC): CPC = [Cost] / [Clicks]
   • Cost Per Conversion (CPA): CPA = [Cost] / [Conversions]

3.1 Campaign Performance Over Time

1. Create a line chart to show the performance of different campaigns over time.
   • Drag Date to the Columns shelf.
   • Drag Impressions, Clicks, and Conversions to the Rows shelf.
   • Use different colors for each metric to distinguish them.

3.2 Click-Through Rate by Campaign

1. Create a bar chart to compare the CTR of different campaigns.
   • Drag Campaign Name to the Columns shelf.
   • Drag CTR to the Rows shelf.
   • Sort the campaigns by CTR in descending order.

3.3 Cost Analysis

1. Create a scatter plot to analyze the relationship between CPC and CPA.
   • Drag CPC to the Columns shelf.
   • Drag CPA to the Rows shelf.
   • Use Campaign Name as the detail to differentiate the campaigns.

1. Create a new dashboard in Tableau.
2. Drag and drop the visualizations created in Step 3 onto the dashboard.
3. Add filters to allow users to filter the data by date range, campaign, or other relevant dimensions.
4. Add parameters to let users adjust metrics such as the date granularity (daily, weekly, monthly).

1. Add actions to the dashboard to make it interactive.
   • Filter Actions: Allow users to click on a campaign in one chart to filter the data in the other charts.
   • Highlight Actions: Highlight specific data points when hovering over them.

1. Add titles and descriptions to each chart to make the dashboard more informative.
2. Format the dashboard to ensure it is visually appealing and easy to read.
3. Test the dashboard to ensure all filters, parameters, and actions work as expected.

1. Download the sample marketing data provided.
2. Follow the steps outlined above to create a marketing analytics dashboard.
3. Save your workbook and share it with your peers for feedback.

1. Connect to the sample data and load it into Tableau.
2. Clean the data and create the necessary calculated fields.
3. Create the visualizations as described in Step 3.
4. Build the dashboard and add interactivity.
5. Format and test the dashboard to ensure it meets the requirements.

In this project, you learned how to create a marketing analytics dashboard in Tableau. You connected to marketing data, prepared the data, created visualizations, and built an interactive dashboard. This project provided hands-on experience with key Tableau features and techniques, preparing you for more advanced data visualization and analysis tasks.