Economic Gravity

A mission focused on understanding how customer behavior and marketing channels generate commercial momentum through segmentation, attribution analysis, and conversion efficiency modeling.

Flight Plan

→Analyze marketing attribution performance across acquisition channels
→Measure conversion efficiency and customer interaction behavior
→Perform RFM segmentation to classify customer value tiers
→Identify high-value customer clusters for retention and upsell opportunities
→Translate customer and channel intelligence into actionable BI dashboards
→Simulate growth optimization using customer behavior patterns

Standard Equipment

→PostgreSQL
→SQL (CTE
→aggregation
→joins
→window functions)
→Power BI
→CSV datasets (attribution.csv
→superstore_orders.csv)
→RFM methodology
→Marketing attribution analysis
→KPI monitoring framework
→GitHub repository documentation

Analysis

Methodology:

Attribution Analysis

attribution_analysis.sql: This script analyzes the attribution data to:
Calculate total interactions and conversions per channel.
Determine conversion rates for each channel.
Calculate total and average conversion values.
Analyze customer session and conversion behavior.
Create summary tables for marketing channel performance and customer behavior.

RFM Analysis

rfm_analysis.sql: This script performs RFM

(Recency

Frequency

Monetary) analysis on the superstore orders data to segment customers. It includes steps to:

Calculate RFM values for each customer.
Assign RFM scores.
Create a final table with RFM scores and customer data.
Integrate RFM scores with superstore order detail.

Insights Summary

1. Facebook: The Most Effective Channel

Conversions: 1

996 | Total Conversion Value: 12.51K | Interactions: 67K

Facebook delivers the highest number of conversions and interactions across all channels

indicating that it is the most effective platform for driving user actions such as purchases or sign-ups. Its performance is consistently strong across both engagement and conversion metrics.

2. Paid Search: A Strong Contender

Conversions: 1

747 | Total Conversion Value: 10.82K | Interactions: 58K

Paid Search ranks second

demonstrating its strength in capturing high-intent traffic. The balance between conversions and interactions suggests this channel is highly effective for performance-driven campaigns.

3. Online Video: Solid Mid-Level Performance

Conversions: 1

301 | Total Conversion Value: 8.15K | Interactions: 43K

Video content remains a valuable channel for engagement and mid-funnel conversion. While it doesn't outperform Facebook or Paid Search

it contributes significantly to awareness and action.

4. Instagram and Online Display: Lowest Performance

Instagram: 868 conversions | 5.38K Conversion Value | 29K Interactions
Online Display: 816 conversions | 4.99K Conversion Value | 28K Interactions

These channels show the lowest conversion and engagement rates. This may be due to a mismatch in ad creative

audience targeting

or the inherently passive nature of the platforms.

Strategic Recommendations

1. Prioritize High-Performing Channels

Maintain and further optimize campaigns on Facebook and Paid Search as they provide the highest return on investment (ROI) in terms of conversions and engagement.

2. Conduct Cost-Effectiveness Analysis

Perform a cost-per-conversion and conversion-per-interaction analysis to ensure continued efficiency across channels.

3. Leverage Online Video for Mid-Funnel Strategy

Develop and test video content focused on brand awareness and nurturing interest

especially for audiences not yet ready to convert.

4. Reevaluate Instagram and Online Display Strategies

Explore improvements through:
A/B testing new ad creatives and messaging
Revisiting audience segmentation

Optimizing

Customer Segmentation & Marketing Channel Analysis