User Behavior and Email Campaign Performance Analysis (SQL & Looker Studio)

This project analyzes user behavior and email campaign performance using an e-commerce dataset in BigQuery. The main goal is to create a dataset that helps track account creation dynamics, user activity with emails (sent, opened, clicked), and evaluate user segmentation based on sending intervals, account verification status, and subscription status.

🔍 Project Goals

• Analyze user account creation trends and email activity by date and country.
• Segment users by sending interval, account verification (is_verified), and subscription status (is_unsubscribed).
• Calculate key metrics including:
  • Number of accounts created (account_cnt)
  • Number of emails sent (sent_msg)
  • Number of emails opened (open_msg)
  • Number of email link clicks (visit_msg)
• Rank countries by total account creation and total emails sent to identify top markets.
• Combine account and email metrics in one dataset using SQL UNION.
• Filter results to include only top 10 countries by accounts or emails sent.

📊 Tools & Skills Used

• BigQuery SQL: complex queries with CTEs (Common Table Expressions), window functions for ranking, grouping and aggregations.
• Looker Studio: interactive dashboards and data visualizations.
• Data analysis: user behavior, email campaign effectiveness, segmentation, ranking.

📁 Dataset Structure

The final dataset includes the following fields:

• date — account creation date or email sent date
• country — user country
• send_interval — email sending interval set by user
• is_verified — account verification status
• is_unsubscribed — subscription status
• account_cnt — number of accounts created
• sent_msg — number of emails sent
• open_msg — number of emails opened
• visit_msg — number of email link clicks
• total_country_account_cnt — total accounts created per country
• total_country_sent_cnt — total emails sent per country
• rank_total_country_account_cnt — rank of countries by accounts created
• rank_total_country_sent_cnt — rank of countries by emails sent

📄 Deliverables

• SQL query with detailed comments explaining logic and structure.
• Looker Studio dashboard visualizing:
  • Email engagement trends (sent, opened, clicked messages) over time.
  • Total accounts created by country (map visualization).
  • Country rankings by total account creation and total emails sent.
  • Account information by country, including subscription and verification status.

📈 Visualization of Results

Below is the graphical representation of the analyzed data, showing key trends and metrics from the user behavior and email campaign performance analysis.