Marketing Dashboards Using Power BI Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Marketing Analyst, Digital Marketing Manager and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-DM-073

Before you join: Participants should understand common digital marketing measures such as impressions, clicks, leads, conversions, campaign spend and revenue.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Marketing teams often hold campaign, web, CRM and email data in separate systems, making it difficult to answer basic management questions quickly: Which channels generate qualified leads? Where is conversion dropping? Are paid campaigns producing revenue or only traffic? A well-built Power BI dashboard turns disconnected exports into a governed reporting product that supports budget decisions, campaign optimisation and executive reporting.

This course teaches participants to design, build and maintain marketing dashboards using Power BI. Participants define decision-focused requirements, structure marketing data using star-schema principles, prepare sources in Power Query and create measures with DAX. They build metrics for funnel performance, paid media, email, web analytics, lead generation, customer acquisition cost and return on ad spend. The course also covers dashboard wireframing, visual design, interactive analysis, data refresh, security and report distribution through the Power BI Service.

Teaching combines concise instructor briefings with guided case work based on realistic campaign, CRM and web analytics data. Participants analyse dashboard requirements, develop data models, write measures, diagnose reporting issues and review dashboard designs against stakeholder questions. They leave with a reusable marketing dashboard specification, metric dictionary, data model design, DAX measure set and governance checklist that can be adapted to their own reporting environment. A certificate of completion is issued to participants who complete the course.

The course is suited to marketing professionals who need to produce credible performance reporting, analysts supporting commercial teams, and Power BI users moving beyond generic operational reports into marketing measurement and campaign analysis.

What you will be able to do

  • Define decision-focused marketing dashboard requirements using stakeholder questions and SMART objectives
  • Prepare campaign, CRM and web analytics data using Power Query transformations
  • Build a star-schema marketing data model with appropriate relationships and date dimensions
  • Create DAX measures for funnel, paid media, email and web performance metrics
  • Calculate marketing KPIs including CPL, CAC, ROAS, CTR and conversion rate
  • Design Power BI report pages using dashboard wireframes and visual encoding principles
  • Configure interactive analysis using slicers, drill-through pages, tooltips and bookmarks
  • Publish governed marketing dashboards with refresh schedules, security and ownership controls

Benefits of attending

For you

  • Produce management-ready marketing dashboards rather than static spreadsheet reports
  • Explain campaign performance using traceable metrics and documented calculations
  • Build reusable DAX measures for recurring marketing and funnel analysis
  • Identify data quality issues before they distort channel performance conclusions
  • Present budget and optimisation recommendations with clearer visual evidence

For your organisation

  • Creates consistent definitions for marketing spend, leads, conversions and return
  • Reduces manual consolidation of campaign, CRM and web analytics exports
  • Improves visibility of funnel leakage, channel efficiency and campaign variance
  • Supports faster budget reallocation using current and comparable performance metrics
  • Establishes clearer ownership, refresh and access controls for marketing reporting

Course modules

10 modules over 5 days

Participants can translate marketing decisions into dashboard requirements, KPI definitions and stakeholder-specific reporting views.

  • Marketing measurement questions translated into decision-ready dashboard requirements
  • Funnel stages mapped from awareness through conversion, retention and advocacy
  • SMART objectives linked to campaign, channel and audience decisions
  • North-star metrics distinguished from diagnostic and supporting measures
  • Stakeholder interviews structured using dashboard purpose, audience and action
  • Metric dictionary fields defined for formula, owner, source and refresh

Participants can assess marketing data sources and identify the controls needed for reliable reporting.

  • Marketing data landscape assessed across CRM, web, advertising and email platforms
  • Grain, keys and relationships identified before importing campaign performance data
  • Source-system identifiers standardised for channels, campaigns, audiences and dates
  • Data quality checks applied to completeness, validity, consistency and timeliness
  • UTM parameter conventions aligned with Google Analytics 4 acquisition reporting
  • Consent and access requirements considered when handling customer-level marketing data

Participants can prepare marketing data in Power Query for repeatable analysis and refresh.

  • Power Query connections configured for files, folders, databases and web sources
  • Column profiling used to detect nulls, errors, outliers and duplicates
  • Data types, locale settings and headers corrected during query preparation
  • Campaign naming patterns parsed using split, extract, replace and conditional columns
  • Append and merge queries applied to monthly exports and lookup tables
  • Refresh-ready query steps documented with meaningful names and dependency logic

Participants can build a performant data model that supports marketing and funnel analysis.

  • Star schema principles applied to marketing fact tables and dimensions
  • Date table created for calendar, fiscal, campaign and comparison periods
  • One-to-many relationships configured with appropriate filter direction and cardinality
  • Role-playing dates handled for click, conversion, lead and opportunity analysis
  • Bridge tables introduced for many-to-many audience, campaign and product relationships
  • Model performance improved through reduced cardinality and removed unused columns

Participants can create DAX measures that calculate accurate and reusable marketing performance metrics.

  • DAX measures separated from calculated columns using evaluation-context principles
  • CALCULATE and filter context used to define qualified marketing metrics
  • Base measures built for impressions, clicks, spend, leads and revenue
  • DIVIDE functions applied to CTR, conversion rate, CPL and ROAS
  • Time-intelligence measures compare current results with prior periods and targets
  • Variables and measure naming conventions improve DAX readability and maintenance

Participants can interpret channel performance and funnel results using appropriate marketing measurement methods.

  • Attribution models compared: first-touch, last-touch, linear and position-based methods
  • Conversion windows and reporting lags incorporated into performance interpretation
  • Paid media metrics calculated for CPM, CPC, CPA and frequency
  • Email measures assessed using delivery, open, click and unsubscribe rates
  • Web analytics KPIs defined for sessions, engagement, bounce and conversion
  • Funnel leakage diagnosed using stage-to-stage conversion and cohort comparisons

Participants can design clear marketing dashboard pages that answer management and operational questions.

  • Dashboard wireframes organised around executive, channel-manager and campaign-manager questions
  • Visual encodings selected using position, length, colour and comparison principles
  • Power BI visuals matched to trends, composition, ranking and variance questions
  • Report pages structured with overview, diagnosis and detailed-record views
  • Colour, typography and whitespace applied for readable management reporting
  • Accessibility features configured through alt text, contrast and meaningful labels

Participants can configure Power BI interactions that support focused investigation without misleading users.

  • Visual-level, page-level and report-level filters controlled for reliable analysis
  • Slicers designed for date, channel, region, campaign and audience selection
  • Drill-through pages configured for campaign, segment and channel investigation
  • Tooltips designed to reveal definitions, benchmarks and supporting metrics
  • Bookmarks and buttons used to create guided report interactions
  • Conditional formatting highlights target attainment, variance and exceptions clearly

Participants can publish and govern marketing dashboards for controlled, reliable organisational use.

  • Power BI Service workspaces organised for development, review and publication
  • Semantic model refresh scheduled with gateway and credential considerations
  • Row-level security designed for regional, agency and business-unit access
  • Apps, permissions and audiences managed for controlled dashboard distribution
  • Endorsement, lineage and documentation support trusted marketing reporting assets
  • Release checklists cover validation, ownership, refresh failures and change control

Participants can establish an operating plan for sustained dashboard use, review and improvement.

  • Executive dashboard narratives connect performance changes to commercial decisions
  • Variance commentary distinguishes signal, noise, seasonality and tracking issues
  • Monthly reporting cadence defined with owners, deadlines and escalation routes
  • Metric governance assigns definitions, thresholds, exceptions and review responsibilities
  • Dashboard adoption plan addresses stakeholder needs, training and feedback loops
  • Personal application plan prioritises data sources, dashboard releases and measures

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Marketing dashboard requirements template
  2. Marketing KPI metric dictionary
  3. Star-schema data model blueprint
  4. Reusable DAX marketing measure library
  5. Dashboard wireframe and visual design checklist
  6. Power BI publication and governance checklist

Who should attend

  • Marketing Analyst — needs repeatable reporting for channel, campaign and funnel performance
  • Digital Marketing Manager — needs evidence for budget allocation and campaign decisions
  • Performance Marketing Specialist — needs to connect paid media metrics with leads and revenue
  • CRM or Email Marketing Manager — needs customer lifecycle and campaign response reporting
  • Business Intelligence Analyst — supports marketing stakeholders with Power BI reporting products
  • Commercial Reporting Manager — needs consistent definitions for management marketing reports

Skills and tools covered

Marketing KPI designPower Query transformationDAX measure developmentStar schema modellingDashboard visual designPower BI governance

Tools and standards

Microsoft Power BI Desktop, Power Query, Data Analysis Expressions (DAX), Google Analytics 4

How the course runs

Training methodology

The course uses short instructor briefings followed by guided case work, group discussion and structured build activities in Power BI. Participants work with realistic marketing data covering paid media, web sessions, leads, email activity and revenue. They practise requirement definition, Power Query preparation, data modelling, DAX calculations and dashboard design. Review sessions compare alternative visual choices, attribution assumptions and governance controls. The final application-planning segment helps participants identify priority reports, source data, stakeholders and release steps for their own workplace.

Requirements and prerequisites

Participants should understand common digital marketing measures such as impressions, clicks, leads, conversions, campaign spend and revenue. Experience using Excel tables, filters, formulas and charts is expected. Prior exposure to Power BI Desktop is useful, including loading a file and creating a basic visual, but advanced DAX knowledge is not required. Participants should be comfortable working with structured data and discussing marketing reporting requirements. Programming, database administration, statistical modelling and prior experience with Power BI Service administration are not required.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should be able to work confidently with Excel-style tables, filters and basic business metrics. Previous use of Power BI Desktop is useful, but the course introduces the required Power Query, data modelling and DAX techniques in a structured sequence.

Bring a laptop with Power BI Desktop installed if attending classroom delivery, along with a charger and access to a Microsoft account where required. You may also bring anonymised examples of marketing reports, KPI definitions or source-data challenges for discussion.

It is designed for marketing analysts, digital marketing managers, performance specialists, CRM managers and BI analysts supporting commercial teams. It is most useful for professionals who need to turn marketing data into repeatable reports for managers and campaign teams.

A general Power BI course usually uses broad finance, operations or sales examples. This course focuses on marketing measurement questions, UTM tracking, campaign data, attribution choices, funnel metrics, paid media KPIs and marketing reporting governance.

Participants can use the templates and methods to scope a dashboard, document KPIs, clean source data and publish a controlled marketing report. The application-planning segment identifies practical first releases, stakeholders and reporting priorities.

The five days provide approximately 32.5 contact hours, normally from 08:30 to 16:30 each day. Time is allocated across requirements, data preparation, modelling, DAX, dashboard design, interactive reporting, publishing and implementation planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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