Correlation Analysis

Dear website visitor

Please note that this case study is part of an assignment for my CareerFoundry digital marketing course. Although realistic, the dataset used in this assignment is not from an actual campaign.

Please feel free to make a copy of the dataset inside Google Sheets and review my answers to the assignment.

Some Context

A hand holding a piece of paper written "context" on it.

The marketing team I’m part of is running a multichannel campaign across paid and organic channels. During the campaign, some decisions were made: Google display ads were turned off after two weeks due to their low performance compared to other acquisition channels, and organic social media (Instagram) was deprioritized.

The Callenge

I was tasked to conduct correlation analysis and answer the following questions:

Did the change in the organic Instagram campaign affect paid Facebook campaigns?
Did the change in the Google Display Ads campaigns affect paid Facebook campaigns?
How did organic YouTube affect Google search ads campaigns?

The Solution

To address these questions, I performed correlation analysis by creating multi-line graphs for the data provided in each tab. I then made observations based on the visualized data and drew conclusions if I noticed any clear correlations between channels.

Please, find the answers in the Google spreadsheet.