Design and implementation of reporting for CRM

The aim of this master's thesis is to design and implement a business intelligence dashboard for marketing campaigns that enables effective monitoring and analysis of campaign performance and supports data-driven decision-making. The work begins with a detailed analysis of existing data sources, their quality, and reporting processes in the CRM department, considering current approaches and methodologies in marketing reporting. The insights gained serve as the basis for consultations with the client, during which the objectives, key performance indicators, and specific requirements for the dashboard's visual design are clarified. This is followed by the design and implementation of the solution, which includes the creation of a custom data model, the design of data flow diagrams, the implementation of procedures and queries to retrieve data from the Oracle DWH, and the creation of visuals using Power BI. In the evaluation phase, the final solution is verified through feedback from the client and compared against the initial requirements. The thesis concludes by summarizing the achieved results and formulating recommendations for further development, thereby contributing to increased transparency and efficiency in enterprise campaign reporting.