Case study
Sales & Marketing Analytics
Turning CRM lead data into actionable sales and marketing insight.
Overview
The Sales & Marketing team was capturing lead information in Microsoft Dynamics 365 CRM, but had no consolidated way to see how that activity was performing. I built an end-to-end analytics solution — from CRM source data through Microsoft Fabric to an interactive Power BI experience — that let stakeholders move from high-level KPIs down to the individual leads behind them.
Data Privacy Note
🔒 Data privacy: This case study reflects a real-world project and solution. Names, figures and identifiable information shown in dashboard screenshots have been anonymised or replaced with representative data to protect confidentiality.
The Challenge
The requirement went beyond building charts. Stakeholders needed both strategic visibility of overall performance and the ability to drop into operational detail when something needed investigating.
End-to-end ownership
My Role
A real data challenge
Bridging a source-data gap
The business had agreed on a consolidated brand structure, while historical CRM data still contained multiple legacy brand values. I translated the agreed business mapping into the analytics layer, creating an interim consolidated view that allowed stakeholders to analyse performance using the new structure while source-data standardisation was still underway.
How I built it
Building the Solution
Microsoft Fabric
Ingest
- CRM data connection
- Scheduled refresh
- Source investigation
Dataflow Gen2
Transform
- Data cleansing
- Brand consolidation mapping
- Business logic
Power BI
Deliver
- Semantic model
- DAX measures
- Interactive report
The report
Turning CRM Data into Insight
Brand
Lead volume and status across the consolidated business brand structure.
Time
How lead activity changes over time, from broad trends to daily monitoring.
Campus / Location
How lead activity differs across locations.
Product
Which product areas are attracting interest and how those leads progress.
Lead Status
Leads analysed by their current stage in the process.
Status Reason
Context behind lead outcomes, particularly disqualifications.
Users weren't limited to a static dashboard — filtering across brand, date, lead source, product, delivery mode, and other business attributes let them explore performance from whichever angle mattered to them.
Time-based analysis
Flexible Trend Analysis
The same report supports both higher-level trend analysis and day-to-day operational monitoring, without needing separate reports for each.
Summary to record
From Insight to Action
The analytics experience doesn't stop at aggregated KPIs. Stakeholders can identify a trend or issue in the overview, drop into the detailed lead view to investigate the records behind it, and — where appropriate — navigate directly from Power BI back to the corresponding record in Dynamics 365 if action is needed.
Technology Stack
Business Value
Key Takeaway
This project demonstrates how far analytics can go beyond dashboard-building — from CRM data and a business mid-way through a brand consolidation, to a connected, interactive analytics experience stakeholders could act on, down to the individual lead.
CRM Data → Fabric → Modelling → Power BI → Action