Case Study
Client Business Description
With over 3 decades of hands-on experience in facilitating market research projects, our client develops a complete picture of their target audience to build a powerful, emotional, and lasting connection. They deliver in-depth and actionable insights to give their target audience the confidence to make the best decisions possible for their brand. They have experienced consultants partnered with various industries – from food and beverage to sports and entertainment.
Challenge
The client tracked their major marketing and sales data within the custom Dynamics 365 CRM tables. The team was using this CRM for all its marketing and sales efforts and could see some basic analytical reports on the CRM. However, as the business grew, getting more detailed and granular reports for their marketing team became difficult.
The decision-makers from the client team felt the necessity of integrating the Power BI visualization tool with D365 so they could create custom reports.
The marketing team had no transparency on the results of their marketing efforts. They wanted to see their data in a visually compelling way. Leveraging a business intelligence tool helped them slice and dice their data to uncover their needed insights. They used Dynamics 365 CRM as their primary data source, but the marketing module had all custom fields and tables. It was difficult for them to dig and map the data to generate the required metrics.
MenteStack Key’s Solution
The client did not use the default marketing module for the D365 CRM. So, understanding the data and relationships was not an easy task. We helped the client create custom modules with tables and fields in D365, and data was stored in these custom tables.
MenteStack Key’s BI and data analytics team reviewed the data in the client CRM and recommended they use Power BI as their Data visualization tool. We guided how the client could get the most out of the combination of Power BI with Dynamics 365. On linking Power BI with Dynamics CRM, the ODATA Layer in Dynamics CRM can generate Power BI reports
We Worked Towards the Solution in the Following Way
01
- Plan the entire data analysis workflow and implementation process, which starts with identifying the data structure.
02
- Take a deep dive into each table and layer of data within D365 and understand the relationship between the various custom tables in Dynamics 365.
03
- Integrate the data tables of D365 into Power BI
04
- Created custom tables, columns, and DAX in Power BI according to requirements.
05
- Added the Power BI dashboard into the Dynamics 365 environment so the client could access them within the D365 application.
The client required mainly three types of reports
Journey of Marketing Emails Report
The purpose of this dashboard was to ensure complete visibility of the Live & Draft email campaigns. The KPIs covered: - the Total Journey completed for each email with multiple touchpoints, - the Status of the journey and email, - the Purpose of the journey of the emails, etc.
Segmentations Report
The purpose of this dashboard offered clarity and details about email marketing within every individual segment depending upon its status, type, valuation type & name.
Journey of Marketing Emails Report
As the name suggests, this dashboard gives granular data and reports on the marketing leads. Insights like the total number of leads by status, ratings, and source were depicted on the graphic visuals. It also gave a glance at the number of sales-ready leads as well.
Technology Used
Power BI
Dynamics 365
Data Flow
Microsoft Dynamics 365
Open Data Protocol
Power BI
Values Delivered
The integration between Dynamics 365 with Power BI and the implementation of powerful and robust BI
reports and dashboards helped the client team manage their business and scale up the sales productivity.
- Data Sources : Identify the right data table sources and the capability to update this data as necessary.
- Dashboards within CRM : We implemented the dashboards so that the client could view them
within the Dynamics environment only and not need to switch to the Power BI app. - Scalable Reporting Process : Get accurate reports with the right data mapping
and measures. - 360-Degree View of the Performance : Get a visually strong system with a consolidated
performance of their specific marketing activities at first glance. - Time and Cost Efficiencies : The marketing team has easy access to productive data which was not possible in the CRM and helped them save time and improve on daily efficiency of the team.
- Data Security : Reports in Power BI are backed up Advanced level of data handling security.
