Performance Marketing BI Dashboard & RFM Segmentation
Case based on professional performance marketing experience: Power BI dashboards, funnel analysis, KPIs, and customer segmentation.
Type
Anonymised professional case / dashboard
Area
Business Intelligence · CRM Analytics · Performance Marketing
Tools
Power BI · Power Query · Excel · CRM workflows
Techniques
Power BI dashboarding · Funnel analysis · RFM segmentation · Clustering · KPI tracking · ROI analysis
Output
Executive dashboard + segmentation logic
Value
Anonymised professional case where I analysed campaign performance, funnel behaviour, and customer segments using Power BI, KPIs, and RFM/clustering to support executive reporting and CRM/performance decisions.
For confidentiality, this case does not show real company data. It uses anonymised structures and synthetic visuals based on the analytical workflow used.
ROI uplift during internship
Executive summary
A professional case focused on executive reporting, funnel health, and CRM activation. The value was not just the visualisation, but structuring KPIs, identifying leakage points, and translating segments into marketing actions.
Business context
Marketing teams need visibility into which campaigns generate traffic, where conversion is lost, which segments have greater value, and where activation, retargeting, or budget should be prioritised.
My role
Individual professional internship experience. I designed and maintained Power BI dashboards, monitored marketing KPIs, analysed funnel drop-off points, contributed to a 2% ROI uplift, and developed RFM/clustering segmentation to support targeting and CRM decisions.
Data & methods
- Power BI and Power Query for modelling and reporting.
- Funnel, campaign, and revenue KPIs.
- RFM segmentation and CRM-oriented clustering.
- ROI analysis and acquisition/retention metrics.
Process
- 01Define relevant KPIs.
- 02Clean and transform data.
- 03Design an executive dashboard.
- 04Analyse the funnel and detect drop-off points.
- 05Create RFM segmentation.
- 06Translate segments into marketing actions.
- 07Report insights for decision-making.
Key findings
- Reporting had to serve budget reallocation, not only campaign description.
- Funnel drop-off points made it possible to prioritise concrete improvement hypotheses.
- RFM segmentation opened a more precise logic for activation, nurturing, and retention.
- The ROI improvement was linked to a more structured reading of performance.
Business implications
- This case demonstrates the ability to connect marketing data with operational decisions.
- It is relevant for CRM/BI, performance, executive reporting, and marketing analytics.
Limitations
- Synthetic visuals.
- Real data is not public.
- Internal infrastructure is not shown for confidentiality reasons.
What I would do next
- Connect the dashboard with CRM and GA4.
- Add cohort analysis.
- Create automated conversion-drop alerts.
- Model conversion propensity.
- Integrate CAC and LTV by segment.
Assets
Suggested visuals
Mock Power BI dashboard.
Funnel chart.
RFM matrix.
Segment cards.
Decision tree for campaign actions.
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