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    <title>Marketing Performance Forecasting & Budget Optimization | Rukayyat Adelekan</title>

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          content="Power BI case study analysing marketing performance, forecasting, funnel efficiency, ROI and budget optimization.">

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        /* KPI CARDS */

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<!-- NAVIGATION -->

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        <div class="logo">
            Rukayyat Adelekan
        </div>

        <a href="index.html" class="back-link">
            ← Back to Portfolio
        </a>

    </div>

</nav>



<!-- HERO -->

<header class="case-hero">

    <div class="container">

        <h1>
            Marketing Performance Forecasting & Budget Optimization
        </h1>

        <p class="subtitle">
            A Business Intelligence project analysing marketing performance,
            funnel efficiency, advertising ROI and budget allocation using
            Power BI, Excel and scenario analysis.
        </p>


        <div class="tags">

            <span class="tag">Power BI</span>
            <span class="tag">Excel</span>
            <span class="tag">Power Query</span>
            <span class="tag">DAX</span>
            <span class="tag">Forecasting</span>
            <span class="tag">Scenario Analysis</span>

        </div>

    </div>

</header>



<!-- BUSINESS CHALLENGE -->

<section>

    <div class="container">

        <h2 class="section-title">
            Business Challenge
        </h2>

        <p class="section-text">

            Marketing teams need to understand whether increasing advertising
            investment is translating into sustainable revenue growth,
            stronger conversions and improved return on investment.

        </p>

        <p class="section-text">

            The objective of this project was to analyse historical marketing
            performance, identify trends and seasonality, evaluate funnel
            efficiency and test whether increasing advertising spend would
            improve marketing returns.

        </p>

    </div>

</section>



<!-- OBJECTIVES -->

<section style="background:#f8fafc;">

    <div class="container">

        <h2 class="section-title">
            Analytical Objectives
        </h2>

        <div class="analysis-grid">

            <div class="analysis-card">

                <h3>1. Understand Performance</h3>

                <p>
                    Analyse revenue, leads, conversions and ROI over time
                    to identify trends and seasonal patterns.
                </p>

            </div>


            <div class="analysis-card">

                <h3>2. Evaluate Funnel Efficiency</h3>

                <p>
                    Examine website sessions, leads, conversions and
                    lead-to-conversion performance.
                </p>

            </div>


            <div class="analysis-card">

                <h3>3. Measure Spend Efficiency</h3>

                <p>
                    Compare advertising spend with revenue and evaluate
                    indicators such as CPL and revenue per lead.
                </p>

            </div>


            <div class="analysis-card">

                <h3>4. Test Budget Scenarios</h3>

                <p>
                    Simulate increased advertising spend and compare the
                    resulting ROI with actual performance.
                </p>

            </div>

        </div>

    </div>

</section>



<!-- KEY KPIs -->

<section>

    <div class="container">

        <h2 class="section-title">
            Key Performance Indicators
        </h2>

        <p class="section-text">
            The dashboard provides an executive-level view of the key
            marketing performance indicators.
        </p>


        <div class="kpi-grid">

            <div class="kpi-card">
                <div class="kpi-value">€1.53M</div>
                <div class="kpi-label">Total Revenue</div>
            </div>

            <div class="kpi-card">
                <div class="kpi-value">66K</div>
                <div class="kpi-label">Total Leads</div>
            </div>

            <div class="kpi-card">
                <div class="kpi-value">10K</div>
                <div class="kpi-label">Total Conversions</div>
            </div>

            <div class="kpi-card">
                <div class="kpi-value">15.55%</div>
                <div class="kpi-label">Lead-to-Conversion Rate</div>
            </div>

            <div class="kpi-card">
                <div class="kpi-value">3.08</div>
                <div class="kpi-label">ROI</div>
            </div>

            <div class="kpi-card">
                <div class="kpi-value">€5.71</div>
                <div class="kpi-label">Cost per Lead</div>
            </div>

        </div>

    </div>

</section>



<!-- DASHBOARD -->

<section class="dashboard-section">

    <div class="container">

        <h2 class="section-title">
            Power BI Dashboard
        </h2>

        <p class="section-text">

            The interactive dashboard was structured around executive
            performance, funnel performance and marketing spend efficiency.

        </p>


        <!-- IMAGE 1 -->

        <img
            src="dashboard-executive.png"
            alt="Marketing Performance Power BI Executive Summary Dashboard"
            class="dashboard-image"
        >

        <p class="image-caption">
            Executive Summary — revenue, ROI and marketing performance trends.
        </p>


        <!-- IMAGE 2 -->

        <img
            src="dashboard-funnel.png"
            alt="Marketing Funnel Performance Power BI Dashboard"
            class="dashboard-image"
        >

        <p class="image-caption">
            Funnel Performance — website sessions, leads and conversions.
        </p>


        <!-- IMAGE 3 -->

        <img
            src="dashboard-spend.png"
            alt="Marketing Spend Efficiency Power BI Dashboard"
            class="dashboard-image"
        >

        <p class="image-caption">
            Spend Efficiency — advertising spend, ROI and revenue per lead.
        </p>


        <!-- IMAGE 4 -->

        <img
            src="dashboard-simulation.png"
            alt="Marketing Budget Simulation Power BI Dashboard"
            class="dashboard-image"
        >

        <p class="image-caption">
            Budget Simulation — actual versus simulated advertising spend and ROI.
        </p>

    </div>

</section>



<!-- KEY FINDINGS -->

<section>

    <div class="container">

        <h2 class="section-title">
            Key Findings
        </h2>


        <div class="analysis-grid">


            <div class="analysis-card">

                <h3>Revenue Growth & Seasonality</h3>

                <p>
                    Revenue demonstrates an overall upward trend across
                    the analysis period, with noticeable seasonal fluctuations
                    and stronger performance toward Q4.
                </p>

            </div>


            <div class="analysis-card">

                <h3>Funnel Performance</h3>

                <p>
                    Lead and conversion volumes generally trend upward,
                    while the lead-to-conversion rate remains relatively
                    stable at 15.55%.
                </p>

            </div>


            <div class="analysis-card">

                <h3>Spend Efficiency</h3>

                <p>
                    Increasing advertising spend can generate additional
                    revenue, but the analysis suggests that incremental
                    returns may decline at higher spending levels.
                </p>

            </div>


            <div class="analysis-card">

                <h3>Revenue per Lead</h3>

                <p>
                    Revenue per lead provides an additional view of
                    acquisition efficiency and helps evaluate whether
                    additional leads are translating into sufficient value.
                </p>

            </div>

        </div>

    </div>

</section>



<!-- SCENARIO ANALYSIS -->

<section style="background:#f8fafc;">

    <div class="container">

        <h2 class="section-title">
            Budget Scenario Analysis
        </h2>

        <p class="section-text">

            To test whether increasing advertising investment would improve
            efficiency, I created a simulated spending scenario that
            increased advertising spend during selected periods and compared
            simulated ROI with actual ROI.

        </p>


        <table class="comparison-table">

            <tr>

                <th>Metric</th>

                <th>Actual</th>

                <th>Simulated</th>

            </tr>

            <tr>

                <td>ROI</td>

                <td>3.08</td>

                <td>2.93</td>

            </tr>

            <tr>

                <td>ROI Uplift</td>

                <td>—</td>

                <td>-5.05%</td>

            </tr>

        </table>


        <div class="recommendation">

            <p>

                <strong>Key insight:</strong>
                The simulated increase in advertising spend produced higher
                spending but a lower overall ROI. This suggests that simply
                increasing the total marketing budget may not be the most
                efficient strategy when incremental returns are diminishing.

            </p>

        </div>

    </div>

</section>



<!-- RECOMMENDATIONS -->

<section>

    <div class="container">

        <h2 class="section-title">
            Business Recommendations
        </h2>


        <div class="analysis-grid">


            <div class="analysis-card">

                <h3>1. Prioritize Efficient Periods</h3>

                <p>
                    Concentrate marketing investment on periods and campaigns
                    where additional spend continues to generate attractive
                    returns.
                </p>

            </div>


            <div class="analysis-card">

                <h3>2. Optimize Conversion</h3>

                <p>
                    Improve conversion efficiency alongside acquisition growth
                    rather than relying solely on increased traffic or
                    advertising spend.
                </p>

            </div>


            <div class="analysis-card">

                <h3>3. Monitor Incremental ROI</h3>

                <p>
                    Evaluate the incremental return generated by additional
                    advertising investment before scaling campaign budgets.
                </p>

            </div>


            <div class="analysis-card">

                <h3>4. Use Scenario Planning</h3>

                <p>
                    Incorporate budget simulations into marketing planning
                    to evaluate potential outcomes before making allocation
                    decisions.
                </p>

            </div>

        </div>


        <div class="recommendation">

            <p>

                <strong>Overall recommendation:</strong>
                Rather than increasing total advertising spend indiscriminately,
                marketing investment should be concentrated on high-efficiency
                periods and campaigns while simultaneously improving
                conversion performance.

            </p>

        </div>

    </div>

</section>



<!-- TOOLS -->

<section style="background:#f8fafc;">

    <div class="container">

        <h2 class="section-title">
            Tools & Technical Skills
        </h2>

        <div class="tools-grid">

            <span class="tool">Power BI</span>
            <span class="tool">DAX</span>
            <span class="tool">Power Query</span>
            <span class="tool">Microsoft Excel</span>
            <span class="tool">Data Modelling</span>
            <span class="tool">KPI Development</span>
            <span class="tool">Forecasting</span>
            <span class="tool">Scenario Analysis</span>
            <span class="tool">Data Visualization</span>
            <span class="tool">Business Analysis</span>

        </div>

    </div>

</section>



<!-- PROJECT LINKS -->

<section>

    <div class="container">

        <h2 class="section-title">
            Project
        </h2>

        <p class="section-text">

            This project demonstrates how technical BI capabilities can be
            combined with business analysis to translate marketing data
            into actionable recommendations.

        </p>


        <div class="recommendation">

    <p>
        <strong>Related analysis:</strong>
        This Power BI dashboard builds on the same 24-month marketing dataset
        used in my Excel forecasting project. The Excel analysis focuses on
        forecasting, trends and seasonality, while this Power BI analysis
        extends the work into interactive KPI monitoring, funnel performance,
        ROI analysis and budget scenario analysis.
    </p>

</div>

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   target="_blank"
   class="btn btn-secondary">
    View Related Excel Forecasting Project
</a>

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</section>



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    © 2026 Rukayyat Adelekan — Business Intelligence & Data Analyst

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