Marketing & MCAC
Dashboard Title: Marketing & MCAC
This dashboard provides a detailed analysis of marketing efficiency, specifically focusing on the Marketing Cost per Acquired Customer (MCAC). It examines how effectively the marketing budget has been used to attract new customers across different quarters and demographic segments.
Section-wise Breakdown of Visualizations
1. Pie Chart – MCAC Over Time (Quarterly View)
|
Quarter |
MCAC |
% of Total |
|---|---|---|
|
Q1 |
₹2.07 |
37.27% |
|
Q2 |
Moderate |
~21–22% |
|
Q3 |
Moderate |
~21–22% |
|
Q4 |
₹1.14 |
20.5% |
Insight:
-
Q1 had the highest cost per customer, indicating either a costly campaign or reduced conversion.
-
Q4 showed the most efficient acquisition, with the lowest MCAC.
Use Case: Focus marketing activities in quarters with better ROI or adjust Q1 strategies for better cost efficiency.
2. Pie Chart – Millennials vs Others (Spending Contribution)
|
Group |
% of Spend |
Total Transaction Value |
|---|---|---|
|
Others |
80.98% |
₹59.63M |
|
Millennials |
19.02% |
₹14.01M |
Insight:
-
Non-millennials contribute to 81% of total transaction value.
-
Millennials, although often targeted in marketing, are contributing far less.
Implication: Re-evaluate if millennial-targeted campaigns are justified or shift focus to older demographics who are spending more.
3. Bar Chart – New Customers Per Year
|
Year |
Customers Acquired |
|---|---|
|
2018 |
10,127 |
|
2019 |
1,444 |
Insight:
There is a sharp drop in new customer acquisition in 2019. This could suggest:
-
Budget cuts
-
Saturation in the market
-
Ineffective campaigns
Action Point: Investigate 2019 campaign strategies and explore new acquisition channels.
4. Bar Chart – Quarterly Marketing Cost
|
Quarter |
Marketing Spend |
|---|---|
|
Q1 |
₹25K+ (Highest) |
|
Q2 |
~₹13K |
|
Q3 |
~₹13K |
|
Q4 |
~₹13K |
Insight:
-
Q1 consumed the largest share of the budget.
-
Other quarters had an even distribution.
Lesson: If Q1 results (new customers) don’t justify the cost, budget reallocation should be considered for better returns.
5. Top Summary Metrics
|
Metric |
Value |
|---|---|
|
Total Marketing Cost |
₹64K |
|
Total New Customers |
12K |
|
Overall MCAC |
₹5.57 |
Insight:
These high-level KPIs provide a quick health check of marketing performance.
Usage: These figures are ideal for executive dashboards or quick review meetings.
6. Filter Options – Dynamic Exploration
Available Filters:
-
Year: Switch between 2018 and 2019
-
Gender: Male or Female
Purpose:
Filters allow you to dig deeper into:
-
Year-on-year performance
-
Gender-based effectiveness of marketing
Use Case: Find out if your campaigns were more effective for a specific demographic.
Key Findings & Insights
-
Q1 had the highest MCAC (₹2.07) – least cost-efficient quarter.
-
Q4 was the most efficient, with an MCAC of ₹1.14.
-
Non-millennials contributed 81% of total transaction value, suggesting a more profitable segment.
-
New customer acquisition dropped significantly from 2018 to 2019, requiring analysis and corrective action.
Purpose of the Dashboard
This dashboard is designed to:
Evaluate marketing ROI – How much it costs to bring in each customer.
Optimize budget allocation – Focus on quarters and segments that convert better.
Improve acquisition strategies – Identify underperforming channels and demographics.
Highlight profitable segments – Focus efforts where return is higher.
