From Raw CRM Data to KPIs: Modelling Choices That Matter
Introduction Dashboards often receive the most attention in analytics projects, but the quality of insights depends far more on the underlying data model than on visual design. Poor modelling choices can lead to misleading KPIs, inconsistent metrics, and a lack of trust in reporting. In this post, I explore how raw CRM data can be transformed into meaningful KPIs through thoughtful data modelling decisions. The focus is on structure, clarity, and alignment with real decision making needs rather than tool specific features. Why KPIs Fail Before They Reach Dashboards Many KPI issues originate long before reporting begins. Common causes include: Ambiguous metric definitions Inconsistent grain across tables Mixing transactional and aggregated data Unclear relationships between entities KPIs derived from poorly structured fields When these issues exist, even well designed dashboards struggle to provide reliable insight. Understanding Raw CRM Data Structure CRM...