Analytics For Marketing
The Team Process
● Business Understanding
○ Define Objectives
○ Identify Data Sources
● Data Acquisition and Understanding
○ Ingest Data
○ Explore Data
○ Update Data
○ Feature Selection
○ Create and Train Model
● Customer Acceptance
○ Testing and validation
○ Re-train and re-score
Why Power BI?
• Direct connections to a number of data sources
• All data can be combined into a single report -- you can see the whole
picture in one
• Calculations, processes and some relationships can be generated
• Ability to work in real-time and share with your team, stakeholders and
• The primary aim of a Digital Marketing Analytics Report is to provide Digital Marketing
Managers, Product Owners, and other relevant teams with a clear and easily-usable
overview of the KPIs related to their campaigns.
• They should be designed in such a way that they can be interacted with by whoever
is viewing them -- for example, the user should be able to isolate KPIs for specific
weeks or months, as well as also having a general overview.
• A Digital Marketing Analytics Report will generally have a wide range of visuals that
display data in different ways.
• A Google Analytics connector is often used as the data source for these
Reports. Combining Power BI and Google Analytics is an effective way to get
deeper answers to the questions you ask of your data. Using these two
platforms together amplifies your data and allows you to uncover new patterns
• Using Google Analytics also allows you to correlate your data with external data
trends that are currently influencing the marketplace, as well as connect your
marketing data with relevant data from other parts of your company.
• A Power BI Dashboard, in its simplest form, is a single page that uses
visualizations to tell a story. The visualizations on a Dashboard come from
Reports, and each Report is based on a dataset.
• A Marketing Analytics Dashboard refreshes regularly so stakeholders will
always have an accurate overview of their KPIs and actions.
• You can use a Power BI Dashboard to give an overview of impressions,
campaign clicks, and average spend for a digital campaign. These statistics
combined gives an overview of the effectiveness of and costs related to the
campaign -- seeing these statistics side by side can give a better idea of how
they relate to each other. Clear visualizations of KPIs are also useful to show.
• You can adapt a Dashboard to show various impressions and impacts over a
certain time period. This time period can be as short or as long as is
Here is an example of a
team working on multiple
projects and sharing their
insights via cloud analytics
Interacting With Your Dashboard
• One of the most useful things about Power BI for marketing is the opportunities it
gives you to interact with your data. A useful thing you can do is isolate data from a
specific time period in one visualization, and have this be reflected in the other
visualizations on your Dashboard.
• For example, you could select the spendings from a certain week, and have the KPIs
from this week be highlighted. This can allow you to better see the relationship
between these two statistics.
• Colour can also be used in a Dashboard to have certain effects, such as showcasing
relationships clearly and drawing attention to the most important data, either overall
or during user interaction. Colour can also be used to illustrate performance -- for
example, green statistics = above target, yellow = on target, and red = below target.
Interacting With Your Dashboard
Hovering over a certain part of a visualization -- for example, a single bar in a bar chart --
can bring up a bubble containing other important information, such as the week it pertains
to or the exact number. This means that you, other stakeholders, or your client can move
around the Dashboard and easily get a good overview of your data, without having to
worry about altering the appearance of the Dashboard in any way or “breaking” anything.
• You can also create a Dashboard that gives a weekly overview. This displays all the
relevant KPIs per week, and will allow you to go into a larger amount of detail on each
one. You still have the option to select specific parts of the visualizations and drill down
into even further detail.
• Because this type of Dashboard goes into more specifics on relevant KPIs, it is a good
opportunity to use a visualization that adjusts to reflect the selected size. A Circle KPI
Gauge can be effective.
Possibilities For Visualization
• It can be useful to see how much user engagement differs
compared to the platform they are using to view your product. It’s
becoming even more necessary to recognise this now, as studies
show that 85% of online shoppers will start a purchase on one
device and complete it on another (Allen, 2016).
• In this case, it would be beneficial to have a number of line graphs
side by side, each displaying impressions by device (e.g. phone,
tablet, desktop, and high-end tech).
• You could combine more demonstrative visuals with more basic,
self-explanatory visuals, in order to strike a balance and ensure
your report is visually-compelling but not overly complex. For
example, you could also show a basic list of the top 10 sites with
the most traffic to your product.
• As long as you can access and compare your marketing initiatives easily, then you’re
on the right path to a successful marketing analysis dashboard. With the ability to
view features such as your social media, email marketing, web analytics, and various
spendings in one platform, you’re in a good position to make informed decisions.
• If there are larger initiatives or recurring marketing programs that you need to track, it
may be beneficial to setup specific reports for each of these respectively, but in
general, a Power BI dashboard is a great way to display and share your insights in a
way that will be understandable and clear for your team, your stakeholders, and