Business intelligence through data visualization: a case study using marketing campaign dataset

Abstract

In today’s competitive business environment, data-driven marketing strategies are essential for successful campaign outcomes. This study presents a comprehensive analysis of marketing campaign data, emphasizing its role in enhancing customer engagement, improving decision-making, and increasing conversion rates. It explores the complexity of campaign dynamics and consumer behavior, demonstrating how business intelligence and data visualization techniques support informed marketing decisions and actionable insights. Advanced data science methods such as data cleaning, feature engineering, and cross-validation enhance predictive accuracy and campaign optimization. Visualization plays a central role in transforming raw data into interpretable insights, enabling businesses to identify trends in customer preferences and purchasing behavior. Key findings reveal that customers aged 51–70, particularly those with higher education and income levels, show the greatest purchasing power, especially for wine and meat products. These insights help align marketing strategies with data-driven understanding to design personalized campaigns that resonate with target audiences. By combining analytical methods with effective visualization, businesses can develop impactful campaigns that drive engagement, boost conversions, and foster revenue growth. The study concludes with directions for future research, including real-time data processing and automated decision-making systems to ensure continuous improvement in digital marketing strategies.