Connecting Marketing Acquisition to Real Profitability
This project analyzes how different marketing channels perform across the full e-commerce funnel from website sessions to orders, refunds, and profit using Python-only analytics.
🔍 Overview
Using real-world e-commerce data, this analysis attributes customer orders back to their originating marketing sessions and evaluates each channel based on conversion, revenue, refunds, and profit.
Rather than stopping at conversion rates, the project focuses on refund-adjusted profitability, answering the question:
Which marketing channels actually drive profitable growth?
🚀 Key Features
Marketing Channel Attribution using UTM parameters & referrers
End-to-End Funnel Metrics
Sessions → Orders → Revenue → Refunds → Profit
Monthly & Device-Level Performance Analysis
Refund-Adjusted Gross Profit Modeling
Automated KPI Tables & Visualizations
Fully reproducible Python-only workflow
🧮 Metrics Calculated
Sessions
Orders
Conversion Rate (CVR)
Revenue
Cost of Goods Sold