Project Description

This project presents an Event Performance Dashboard, developed using Tableau, SQL, Excel, and ChatGPT to enable real-time visibility into the marketing and operational performance of corporate events. Designed for marketing and business teams, the dashboard provides actionable insights on attendee behavior, acquisition channels, device usage, and session engagement.

By integrating interactive filters and parameter controls, the dashboard allows teams to segment and analyze key performance indicators like registration spikes, engagement scores, and watch times across acquisition channels. It empowers stakeholders to optimize campaign strategy, understand user behavior, and improve the effectiveness of future events.

Introduction

Tracking and improving event performance is essential for understanding marketing ROI and user engagement. This dashboard was built to evaluate not just attendance figures, but how, when, and why attendees engaged with the event — including which marketing efforts paid off, which devices they used, and how long they stayed engaged.

With a central parameter to filter by attendee acquisition channel, users can dissect behavioral patterns across campaigns like email, social media, websites, and paid ads. Supporting filters like device type and session category (workshop vs. full event) enable a deep dive into the end-to-end attendee experience.

The dashboard answers key business questions such as:

• Which acquisition channels led to the highest engagement?

• What devices were used most by different channels?

• Did specific days or campaigns drive more registrations?

• How did attendees behave before, during, and across sessions?

Key Stats & Insights

1. Registration Spike Driven by Email Campaigns

   • On 22nd May, the event saw 15 registrations — 90% higher than the daily average of 5.7.

   • 6 of those 15 came from email, indicating a strong response to targeted outreach, highlighting the effectiveness of that campaign cycle.

2. Device Engagement Correlation with Acquisition Channels

   • Clear behavioral alignment was identified:

   • Social Media users preferred Mobile.

   • Website traffic converted mostly via Desktop.

   • Paid Ads led primarily to Tablet usage.

   • This insight is critical for optimizing landing page experiences per device type and platform.

3. Consistent Workshop Attendance but Event-Wide Drop-Off

   • The average attendance across all workshops was 62% of total registrations (150).

   • While workshop-specific attendance remained stable, full-session attendance lagged — suggesting potential fatigue or interest-based drop-off.

4. Engagement Score Reveals Channel Quality, Not Just Quantity

   • Website registrants showed the highest engagement score at 45.5, outperforming all other sources.

   • Paid Ads had the lowest engagement, signaling a need to improve targeting or messaging for ad campaigns.

5. Multi-Session Participation Indicates High Content Value

   • On average, each attendee participated in more than 3 out of 5 sessions.

   • This indicates that content quality and session relevance kept the audience engaged throughout most of the event.

6. Micro-Level Filtering Unlocked Deeper Behavior Mapping

   • Filters for devices, channels, and event types revealed subtle but actionable trends — such as which devices yielded higher watch times or how different segments navigated between workshops and main events.

   • These insights would be difficult to spot without the visual and interactive design.

Key Learnings

1. Real-Time KPIs Unlock Campaign Optimization Opportunities

   The dashboard enabled a clear link between campaign efforts and attendee actions — from identifying email campaign success to evaluating engagement by source.

2. Behavioral Segmentation is Critical for Event Strategy

   By segmenting user behavior by acquisition channel and device, marketers can tailor future campaign content and delivery for better outcomes.

3. High Engagement Doesn’t Always Align with High Registration

   While some channels drove more sign-ups, others (like website traffic) delivered higher session-level engagement — highlighting the importance of focusing on quality, not just volume.

4. Parameter-Driven Analysis Enhances Focused Insights

   The attendee acquisition parameter allowed flexible filtering without clutter, helping users zero in on the audience segments they care about most.

5. Data Storytelling Builds Strategic Alignment

   The dashboard became more than a reporting tool — it served as a strategic asset, helping teams align marketing, content, and event logistics to drive better overall results.