Marketing Campaign
Performance Analysis
A marketing director hands you the budget and asks where to cut and where to double down. The analytical work is the easy part — the skill is *defending the recommendation* when the CMO says 'we tried that' and the CFO says 'show me the number first'. This project teaches both: build the reallocation proposal, then survive the conversation around it. Most analysts make recommendations. Mature analysts make recommendations that hold up under questioning.
What you'll learn
- —Audit campaign spend with consistent definitions across channels
- —Identify efficient and inefficient channels with significance thresholds (not vibes)
- —Build a concrete budget reallocation proposal with dollar amounts and risk analysis
- —Anticipate stakeholder objections and write defensive responses BEFORE the meeting
- —Ship a portfolio that demonstrates analytical depth AND political/communication skill
After this project
What you'll be able to claim — credibly — once your repo is shipped.
Roles you can credibly apply to
Keywords on your resume after this
Interview questions you'll be ready for
- 01Walk me through how you'd compute ROAS by channel from raw spend + conversion data — including how you'd handle attribution.
- 02A campaign with $50 spent and 1 lucky conversion looks like a winner. How do you separate signal from noise?
- 03If you proposed reallocating $5K from Channel Y to Channel X, what would the CFO most likely push back on, and how would you respond?
- 04What's the difference between cutting a campaign and pausing it — and when would you recommend each?
- 05How would you defend last-touch attribution as your model when you know multi-touch would be more accurate?
The 5 milestones
Each milestone is reviewed before you advance.
- 01
Set up your project repo
Before any analytical work: create a public GitHub repository, push the standard skeleton, and paste the URL into your workspace.
- 02
Audit current spend
Map where the marketing budget is actually going, with consistent definitions across channels and campaigns.
- 03
Find efficiency — which channels actually work
Identify under- and over-performers with thresholds for 'real signal' (not noise from small experiments).
- 04
Build the reallocation proposal
Concrete dollar amounts. Where to cut, where to add, what the expected impact is, what the risks are.
- 05
Defend the proposal — the pushback memo
Anticipate the CMO's and CFO's objections, write the responses, ship as a portfolio piece.
Reading & references
Build your portfolio & get certified
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