This repository contains a Power BI dashboard analyzing the decline in conversion rate (CR) for a fashion e-commerce platform. It highlights performance across regions, product categories, and campaigns, and provides key insights and recommendations to improve CR in the next three months.
This project focuses on analyzing a decline in Conversion Rate (CR) for a fashion e-commerce company using Power BI. The goal is to identify key factors affecting performance across regions, product categories, and advertising campaigns, and to provide actionable insights to help the marketing team improve CR within the next three months. The dashboard transforms raw marketing and behavioral data into a structured, interactive business intelligence tool for strategic decision-making.
- Performed comprehensive data understanding and defined key marketing funnel metrics (Awareness → Interest → Desire → Action).
- Conducted deep-dive performance analysis by location, product category, and ad campaign to identify segments contributing to CR decline.
- Evaluated user behavior trends (CTR, product page views, purchase patterns) and mapped them to actionable insights.
- Designed and delivered a multi-layered Power BI dashboard, including executive overview, regional insights, product analysis, and trendlines
- Generated strategic recommendations for improving CR by 3–5% in the next quarter.
- Python (Jupyter Notebook): Performed data sanity checks, including duplicate detection, missing value detection and handling, descriptive statistics, outlier identification (boxplots), and data distribution visualization using histograms.
- Power BI: Built and refined an interactive dashboard for data storytelling and insight visualization.
| Folder / File | Description |
|---|---|
notebook/Data_Sanity_Check_Marketing_Dashboard.ipynb |
Python notebook for sanity checks (stats, histogram, boxplot) |
Fashion_E-Commerce_Digital_Marketing_Analysis_Debby_Rofiko_Malik.pptx |
Final presentation slide |
Marketing Analytics Dashboard.pbix |
Power BI project file for interactive dashboard and data visualization |
README.md |
Project documentation |
For inquiries or collaborations, feel free to reach out:
Debby Rofiko Malik – LinkedIn | Email
Power BI • Digital Marketing • Conversion Rate • Analytics • E-Commerce • Dashboard • Business Intelligence