Marketing with Data: More Than Just Reports
Last month, I worked on a campaign analysis project. The data and inputs differed, but the challenge was the same: how do you turn raw numbers into clear, actionable insights?
As a marketer, I used to focus on strategy, messaging, and execution. Regarding data, I’d skim reports, trust the numbers at face value, and move on. But what if those numbers weren’t telling the whole story?
Then reality hit.
We’d discuss ROI, CPA, and conversion rates in marketing meetings, but I wasn’t digging deep enough. Where exactly was the budget being wasted? Which platform was driving accurate results?
I didn’t want to wait for analysts to hand me insights. I tried to find them myself.
So, I decided to get hands-on with Power BI, SQL, and Tableau—everything changed.
The Struggle Was Real: Turning Data into Insights
At first, working with Power BI, SQL, and Tableau felt overwhelming. The numbers were there, but they weren’t answering my questions.
Here’s what frustrated me the most:
- Endless spreadsheets with no straightforward story – Just rows and columns of numbers.
- Mismatched metrics – Why did my manual conversion rate calculations look different from my dashboard?
- Marketing expenditure vs. revenue – I needed to prove ROI, not just show engagement.
- Messy reports – Incomplete, inconsistent, or duplicated data made reporting unreliable.
At first, I hesitated. But I knew that if I wanted absolute control over campaign performance, I had to stop fearing data and start working with it.
Starting with Power BI
To put my learning into practice, I undertook a real challenge: analysing multi-channel campaign performance.
The problem?
I had ad spend data from Google Ads, LinkedIn, Facebook, YouTube, and Email, but nothing connected. I needed to answer key questions:
- Which platform was driving conversions?
- Where were we overspending?
- Was LinkedIn really worth the high cost per lead?
That’s when I realised that Power BI alone wasn’t enough. I needed to clean the data, calculate key metrics, and build dashboards that made sense.
Enter DAX (Data Analysis Expressions)—the game-changer that made everything click.
DAX: The Shortcut to Smarter Marketing Data
I started experimenting with DAX formulas to create meaningful performance metrics. Here’s what I built:
Cost Per Acquisition (CPA)
It unlocked A real-time CPA breakdown by channel without waiting for finance reports.
Conversion Rate (%)
What it unlocked: No more manual calculations—conversion rates updated automatically.
ROI Calculation
It finally unlocked the ability to see exactly where we were making or losing money—no more guesswork.
Click-Through Rate (CTR)
What it unlocked: Instant comparison of engagement trends across platforms, making ad spend adjustments easier.
What the Data Told Me
YouTube had the highest conversion rate (86%)—but we weren’t spending enough there.
LinkedIn had the highest CPA (£22.10)—we were paying too much per lead.
Facebook & Instagram had the best ROI—strong engagement and reasonable costs.
Search campaigns had the lowest conversions (7K)—but they had a big chunk of the budget.
It was obvious where we needed to shift spending—and for the first time, I could confidently explain why.
What I Learned
I’m still early in my Power BI, SQL, and Tableau journey, but I’ve already seen how data can completely change marketing decisions.
The biggest lessons?
- Don’t just look at reports—understand them.
- Stop waiting for analysts to send insights—find them yourself.
- If something feels off, dig deeper—the numbers don’t lie.
There’s still so much to learn, but I feel in control of my marketing strategy for the first time.
Are you thinking About Learning Power BI, SQL, or Tableau? Here’s My Advice.
If data has ever felt frustrating, I get it—I was there too. But once you start exploring the numbers for yourself, everything changes.
🔹 Start small – Pick one marketing dataset and try to visualise it.
🔹 Experiment with formulas – Play with DAX, SQL queries, or calculated fields.
🔹 Use real business questions – Don’t just create reports; answer something meaningful.
I’m still learning and know I’m not alone in this. Are you also working to improve your data skills as a marketer? Let’s connect and share insights!
