Power BI in Marketing: Exploratory Analysis of Companies Spend from 2017–2020.
Introduction.
. Power BI was used to analyze and visualize Banking and Finance companies' AD data in Kenya.
• Several interactive Power BI dashboards were developed; they contain a summary of years with respect to category of finance and banking.
- The graph below shows that finance companies have higher amount of spend compared to banking companies. In 2019, spending in Finance companies was 4.5 Billion compared to 360 Million from Banking companies.
Data Exploration
Ad Type
- Several Ad Types were utilized from 2017- 2020.
- Presenter mentions consumed the highest finances at 3.6B, Spot Ad consumed 3.3B, Caption 2B.
- Kass FM presenter mentions consumed the highest finances at 362 M. For Kass FM, Finance companies consumed the highest 120 M in 2019.
Cost
- Running a Finance Company Ad consumed an average of around 0.5M. Banking Ad consumed an average of 0.7M in 2019.
- Board, Hour starter, and Clock were the most expensive, each cost an average of 0.8M each for Finance companies.
- Frequency check cost an average of 0.9M for Banking companies.
- Print Ads were not really prevalent as compared to other Ad types. They were more expensive in Banking than in Finance.
- In Banking Ads, Daily Nation was the most expensive, consuming an average of 0.58M, followed by The Standard at 0.39M.
- 2017 was the most expensive year for both Banking and Finance ADS, with an average of 0.55M and 0.24M, respectively.
All dashboards created are interactive on the Power BI platform to provide customized insight from the data.
