BUSINESS IMPACT

Sep 11, 2015

Ad Hoc Analysis of Marketing Campaign Data

Javier Guillen Posted by Javier Guillen

My colleague Jason Thomas recently demonstrated the use of Power BI to perform lift analysis over promotion data.   He showcased a dashboard that is very interesting for CMOs!

promo_ad_hocBeyond the high level overview of promotion performance, marketing analysts may also be interested in diving deeper into the data to understand product and category performance within a particular promotion.  This additional appetite for data is indicative of the differing needs that can be satisfied with an effective self-service BI strategy.

This Demo Day video features some powerful ad hoc analytics, derived from our data model for marketing campaigns, helping the analyst to understand which products had higher promotion sensitivity. This type of additional information is significant for any marketing team that seeks to maximize its effectiveness by targeting those products more likely to respond to promotion efforts.

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Exploring Maps in  Power BI
Javier Guillen

About The Author

Javier Guillen

Javier is a previous employee at BlueGranite. He develops and delivers business analytics solutions with a strong adherence to best practice patterns. He has expertise in dimensional modeling, MDX / DAX / Cube Development (SSAS), Power Query, PowerPivot, and more.

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