AFIP Foundation Digital Marketing Analysis Project

🚀 Quick Start

# 1. Run analysis
python3 main.py

# 2. View results
cat outputs/analysis_summary.txt

# 3. Generate charts
python3 scripts/generate_charts.py

# 4. Create PPT - Refer to docs/PPT大纲.md

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📁 Project Structure

assign2/
├── main.py                    # ⭐ Main program entry point
│
├── scripts/                   # Core code modules
│   ├── config.py             # Configuration
│   ├── data_loader.py        # Data loading
│   ├── analysis_q1.py        # Q1 analysis
│   ├── analysis_q2.py        # Q2 analysis
│   ├── generate_charts.py    # Chart generation
│   ├── visualizations.py     # Visualization utilities
│   └── report_generator.py   # Report generation
│
├── docs/                      # ⭐ All documentation
│   ├── 完整答案.md            # Q1-Q4 detailed answers (Chinese, 914 lines)
│   ├── 完整答案_EN.md         # Q1-Q4 detailed answers (English, 914 lines)
│   ├── 作业要求与背景.md       # Assignment requirements and background
│   └── PPT大纲.md             # PowerPoint template
│
├── outputs/                   # Analysis results
│   └── analysis_summary.txt
│
├── charts/                    # ⭐ Visualization charts (8 charts)
│   ├── Q1b_mobile_vs_desktop.png
│   ├── Q1c_platform_comparison.png
│   ├── Q1d_cpc_comparison.png
│   ├── Q1e_gender_engagement.png
│   ├── Q2a_funnel.png
│   ├── Q2a_table.png
│   ├── Q2b_engagement_vs_conversion.png
│   └── Q4_budget_reallocation.png
│
└── Main Assignment 2 FTBA/    # Raw data files
    ├── 01 AFIP Foundation Final Assignment.docx
    ├── 02 AFIP Campaign Background Information.pdf
    ├── 1_1 BigQuery_Web Data.xlsx
    ├── 1_2 Campaign_Age and Gender.xlsx
    └── 1_3 Campaign_Device and Platform.xlsx

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📊 Key Findings

Main Insights

1. CB11 Issue: 503k impressions, CTR only 0.01%, cost €1.02 - Recommend stopping
2. Facebook Advantage: CTR is 3x Instagram's, lower cost
3. Mobile First: Mobile device CTR is 3x desktop
4. Audience Segmentation: 65+ prefer patient stories, 35-44 prefer expert perspective
5. Conversion Insight: High CTR ≠ High conversion, need to optimize ad-website consistency

Core Recommendations

• ✅ Increase investment: CB02, CB07, CB08
• ❌ Stop immediately: CB11, CB01
• 🎯 Priority platform: Facebook
• 📱 Optimization focus: Mobile experience

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🎨 Running Modes

# Quick analysis
python3 main.py

# Generate visualization charts
python3 scripts/generate_charts.py

# Full analysis (including charts)
python3 main.py --full

Note: Charts are pre-generated in the charts/ folder and ready to use!

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📝 Assignment Completion Steps

1. Run Analysis (5 minutes)

python3 main.py

2. Understand Results (15 minutes)

• Read outputs/analysis_summary.txt
• Review docs/完整答案.md (Chinese) or docs/完整答案_EN.md (English)

3. Create PPT (2 hours)

• Open docs/PPT大纲.md
• Follow the 10-page structure
• Use the 8 charts from charts/ folder (pre-generated)

4. Submit Assignment

• Deadline: December 3, 20:00
• Platform: CANVAS
• Format: PowerPoint (max 10 pages)

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📚 Important Documents

• docs/完整答案.md ⭐ - Q1-Q4 detailed answers in Chinese (914 lines, including methodology, data tables, 8 charts)
• docs/完整答案_EN.md ⭐ - Q1-Q4 detailed answers in English (914 lines, including methodology, data tables, 8 charts)
• docs/作业要求与背景.md - Assignment requirements and background information
• docs/PPT大纲.md - PPT template (10-page structure)

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📊 Generated Charts

All charts are pre-generated and ready for use in presentations:

1. Q1b_mobile_vs_desktop.png - Mobile vs Desktop CTR comparison
2. Q1c_platform_comparison.png - Facebook vs Instagram performance comparison
3. Q1d_cpc_comparison.png - Cost per click comparison by concept
4. Q1e_gender_engagement.png - Gender engagement analysis (Reactions, Comments, Shares)
5. Q2a_funnel.png - Conversion funnel comparison (CB07, Concept 8, Overall Average)
6. Q2a_table.png - Website performance comparison table
7. Q2b_engagement_vs_conversion.png - Engagement time vs conversion rate correlation
8. Q4_budget_reallocation.png - Budget reallocation strategy visualization

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❓ Frequently Asked Questions

Q: Where are the charts? A: The charts/ folder contains 8 pre-generated charts ready to insert into your PPT!

Q: How to understand the analysis results? A: Review docs/完整答案.md (Chinese) or docs/完整答案_EN.md (English) - 914 lines of detailed answers including methodology and in-depth analysis

Q: What should the PPT include? A: Refer to docs/PPT大纲.md - 10-page structure including campaign overview, Q1-Q4 analysis, chart presentations, and recommendations

Q: Which language version should I use? A: Both Chinese (完整答案.md) and English (完整答案_EN.md) versions are available. Use the one that suits your needs.

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📋 Pre-Submission Checklist

• Ran the analysis
• Reviewed the complete answers (Chinese or English)
• Created PPT (max 10 pages)
• PPT includes Q1-Q4 answers
• Used charts from charts/ folder
• Submit before December 3, 20:00

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🔧 Technical Details

Data Sources

• Campaign Data: 1_3 Campaign_Device and Platform.xlsx - Device and platform performance
• Demographics: 1_2 Campaign_Age and Gender.xlsx - Age and gender engagement
• Website Data: 1_1 BigQuery_Web Data.xlsx - Website conversion and engagement

Analysis Methods

• Descriptive statistics
• Comparative analysis
• Cost-benefit analysis
• Funnel analysis
• Segmentation analysis

Key Metrics

• CTR: Click-Through Rate
• CPC: Cost Per Click
• Conversion Rate: Website subscription rate
• Engagement Time: Average time spent on website

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📈 Project Statistics

• Total Lines of Code: ~2,000+
• Documentation: 914 lines (Chinese) + 914 lines (English)
• Charts Generated: 8 professional visualizations
• Analysis Questions: Q1-Q4 (comprehensive coverage)

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Good luck with your presentation! 🎉

For questions, check the documents in the docs/ folder.