Geo Analysis using Tableau

Objective:

To understand the relationship between spend and conversions across Designated Market Ares in the USA for spend optimizations.

Methodology:

Collected cost and conversions by DMA for FY21 from all partners where media ran. Visualized data in Tableau using the Map option.

Analysis:

Sorted DMAs into two groups:

Group 1	Group 2
A higher number of conversions & Low spend amounts	A lower number of conversions & High spend amounts

Based on the findings recommended shifting the budget from Group 2 to Group 1 and found DMAs in Group 2 would benefit from zip-level targeting for better reach.

DMAs within Group 1 were further sorted to pinpoint areas that fit our audience demographic.