Criteo Analytics Case Study 2025

This project is an analytical solution for the Criteo case study, with the aim of generating strategic insights from simulated digital campaign data.

🎯 Objectives

• To assess the exposure of the Brazilian market to its main advertisers.
• Analyze the impact of year-end sales on the fashion sector.
• Estimate Q1 2025 revenue for US advertisers.
• Provide strategic recommendations based on the data analyzed.
• Explore additional insights through complementary analysis.

🧾 Data Structure

Column	Description
Year	Campaign year
Month	Campaign month
Country	Country of advertiser
Advertiser_ID	Unique identifier of the advertiser
Industry	Industry of advertiser
Clicks	Clicks on ads
Displays	Ad impressions
Client_Sales	Sales generated for the client
Client_Revenue	Revenue generated for the client

🇧🇷 Concentration of Clicks in Brazil (2024)

How many advertisers are responsible for 40% of clicks in Brazil?

• Strategy: cumulative sum of clicks per advertiser ordered in descending order.
• Result: 5 advertisers account for 40% of clicks in 2024.

Advertiser_ID	Cumulative clicks %
A9	13.82
A24	23.13
A13	30.70
A33	35.71
A5	39.60
A22	43.36
A99	45.14
A75	46.82
A139	48.39
A151	49.95

👗 Seasonal Impact: Fashion in France

User behavior in the fashion industry during the end-of-year period (November and December).

Metric	Jan-Oct (average)	Nov-Dec (average)	Variation (%)
Clicks	15,465.19	17,355.28	+12.22%
Displays	3,787,375.21	3,552,459.70	-6.20%
Client_Sales	320.72	366.55	+14.29%
Client_Revenue	25,476.96	46,567.11	+82.78%

$$ \text{Variation (%)} = \left( \frac{\text{Holiday Avg} - \text{Before Avg}}{\text{Before Avg}} \right) \times 100 $$

🇺🇸 Estimated Revenue Q1 2025 - US

As the data for 2025 is not available, I used the data for 2023 and 2024 for the projection.

• Revenue Q1 2023: US$ 81,929,089.52
• Revenue Q1 2024: US$ 298,461,921.57
• Annual growth: +264.29%
• Estimate Q1 2025: US$ 1,087,275,827.81

$$ \text{Growth Rate} = \left( \frac{\text{Q1 2024} - \text{Q1 2023}}{\text{Q1 2023}} \right) \times 100 $$

$$ \text{Q1 2025 Est.} = \text{Q1 2024} \times \left(1 + \text{Growth Rate}\right) $$

📈 Advanced Analysis

✔️ Campaign efficiency by Advertiser (Brazil Top 10 by Clicks)

• CTR (Click-through rate): Clicks / Displays
• CPC (Cost per click): Client_Revenue / Clicks
• CPA (Cost per acquisition): Client_Revenue / Client_Sales

Advertiser_ID	Clicks	Displays	Client_Sales	Client_Revenue	CTR	CPC	CPA
A9	7720264	1392250876	309903	17,246,832.61	0.01	2.23	55.65
A24	5198795	652614462	393661	12,744,086.39	0.01	2.45	32.37
A13	4227974	975029266	125080	6,914,913.10	0.00	1.64	55.28
A33	2800175	407697994	110680	14,463,447.89	0.01	5.17	130.68
A5	2168307	250716739	168229	4,638,622.80	0.01	2.14	27.57
A22	2101798	408402680	49751	3,451,414.38	0.01	1.64	69.37
A99	993325	122836378	11889	2,552,285.60	0.01	2.57	214.68
A75	939631	176917053	6237	1,666,896.87	0.01	1.77	267.26
A139	875097	123817233	4403	1,491,770.65	0.01	1.70	338.81
A151	872824	139038811	13627	555,114.52	0.01	0.64	40.74

• Efficient campaigns (⬇️ CPC and CPA)
• Very expensive campaigns (⬆️ CPC and CPA)

🌍 Top Revenue by country and industry

Country	Industry	Industry_Revenue	Total_Revenue_by_Country	Percent
US	AUTOMOBILE / MOTO / BOATING	596,372,055.65	1,427,777,297.12	41.77
FR	REAL ESTATE	358,910,782.30	1,119,818,654.50	32.05
JP	TRAVEL	207,887,315.78	354,035,987.77	58.72
DE	FASHION / LUXURY	134,671,582.57	397,887,676.04	33.85
GB	TRAVEL	129,095,404.93	496,625,694.51	25.99
BR	FASHION / LUXURY	63,804,384.77	192,178,725.62	33.20

🧠 Conclusions & Recommendations

• The click base in Brazil is concentrated in a few advertisers → diversification is key.
• Fashion in France is highly seasonal → prioritize personalized campaigns in November/December.
• USA has consistent growth in Q1 → reinforce campaigns at seasonal events.
• Clustering can be used for targeted strategies by advertiser profile.

🛠️ Technologies used

👩🏻‍💻 Author

🔓 License