Work / Reporting & Dashboards
Case Study 03
Four marketing systems consolidated into one Power BI reporting model
Marketing performance data lived in four disconnected systems, and monthly reporting meant roughly a half-day of manual consolidation. I designed and built the replacement: five report pages, from stakeholder mockup to working data model.
Context
Web analytics, CRM, marketing automation, and LinkedIn each held part of the performance picture. Monthly reporting meant copy-paste and cross-checking across all four, and the numbers were already dated by the time anyone read them.
What I built
First, a full stakeholder mockup defining KPIs page by page. Then a working Power BI data model behind it. Five pages: Overview, Website, LinkedIn, Email, and Lead Management. Each KPI was chosen for a decision, not just a metric. The Lead Management page surfaces contacts that have gone cold for six months or more, a reactivation view the sales team didn't previously have.
The architecture keeps manual work to a minimum: web analytics flows in automatically, the CRM connects by API, marketing automation data arrives through the CRM, and only LinkedIn needs a monthly export dropped into a shared folder. A scheduled refresh keeps everything else current.
Evidence
Headline KPIs across all four sources, a 12-month activity trend, and channel mix. The one-glance page for leadership.
Pipeline health plus the unengaged audience: who we have, and who we're letting go cold.
Outcome
Monthly reporting effort dropped from roughly 4 to 6 hours to under one hour, with a single manual step remaining. Leadership sees current numbers instead of last month's consolidation, and the gone-cold view gives sales a ready-made reactivation queue.