Background Knowledge:
How is a digital marketing campaign run?

Recent research from Smart Insights shows that almost half (45%) of companies still don’t have a digital marketing strategy.

overall plan for your campaign
consider your target audience
A good campaign makes a company memorable to its target audience
start by reflecting on your campaign goals

Write down the challenge: 
sudden drop in traffic conversions, build brand recognition and increase social media engagement on a small budget? The business was unprofitable and investing too much time for not enough return. 
An eCommerce store specialising in bespoke indoor and outdoor lighting had been running a Pay-Per-Click (PPC) campaign with little success, achieving an unprofitable average cost per conversion (CPA) of £76.94. The company’s main goals were to increase sales and reduce the CPA on its PPC campaigns.

Write down the strategy: eg guest posts, sponsored content, blogger and vlogger outreach, sponsorships and social media giveaways, writing articles to change opinion, website design layout

Choose a Campaign Goal
Choose Which KPIs to Measure
Set a Campaign Budget
Review Your Previous Digital Marketing Campaigns
Analyse Your Competitors’ Digital Marketing Campaigns
Define Your Target Audience
Decide a Campaign Message
Choose the Right Medium
Choose the Best Networks
Convert Your Traffic
Measure Your Results
Go Back To Step 1

Why you want to analyze this data through BI:
We went through a long process to run the campaign. Now, I want to measure my results to understand which type of online customers have the tendency to respond to my campaign and which don't. I want to also gauge the probability of such a response. BI could help me discover many patterns interactively (I am a marketing person without any technical knowledge).