Business Intelligence for Digital Marketing

Gartner defines business intelligence platforms as those that “enable organisations to build BI applications by providing capabilities in three categories: analysis, such as online analytical processing (OLAP); information delivery, such as reports and dashboards; and platform integration, such as BI metadata management and a development environment.”

Power BI is one of the market leaders in powerful analytical tools and one of the most comprehensive in providing solutions to a wide range of digital business problems.

Here are just a few examples of how Power BI can simplify the day-to-day tasks of a marketing specialist:

• Data aggregation : One of the main benefits of Power BI is the ability to combine marketing data from different sources in one place. Instead of manually combining, for example, ad spend and conversion rates from all your social media marketing channels, Power BI allows you to aggregate all the metrics from LinkedIn, Facebook, Instagram, etc. in one place. You can even add other channels such as Google AdWords, organic metrics or data from your CRM.
• Interactive visualisations: Power BI offers advanced visualisation tools that allow you to create attractive, interactive dashboards. This allows you to present your marketing data in a clear and understandable way, making it easier to communicate results and insights to teams and stakeholders.
• In-depth analysis: you can carry out in-depth analysis of your marketing data, as well as exploring trends and identifying factors in the success or failure of campaigns. This enables you to make informed, data-driven decisions to optimise marketing strategies.
• Report automation: Power BI can automate the creation of reports, saving you valuable time. You can schedule regular report updates and share them with team members or customers, ensuring consistent and timely delivery of key information.
• Report sharing: this tool offers various options for distributing your marketing reports. It is possible to share them with other users while maintaining the same level of security: access can be granted according to their status and need.

Another option is to publish reports on the Power BI cloud service. This allows you to create a dedicated space where your employees or customers can access the reports at any time, from any device connected to the Internet.

You can also integrate your Power BI reports into other applications or platforms, such as SharePoint, Teams or your own website.
Finally, you can even schedule reports to be sent by email to your teams or customers without them having to connect to Power BI.

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