Applied Data Analytics for Impact

  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...

Introduction CRM data is often collected over long periods of time across different systems, teams, and processes. As a result, datasets tend to contain inconsistencies, duplicates, missing values, and legacy fields that make analysis unreliable. Manual fixes may work in the short term, but they rarely scale or provide confidence in long term reporting. In this post, I explore how a Python based ETL pipeline can be used to create repeatable, transparent, and reliable data preparation workflows for CRM data. Rather than focusing on tools alone, the emphasis is on structure, validation, and design choices that support analytics and decision making. Common CRM Data Challenges Before designing an ETL pipeline, it is important to understand the types of issues commonly found in CRM datasets: Duplicate or partially duplicated records Inconsistent date and text formats Missing or incomplete key fields Legacy columns no longer in active use Manual data entry errors These ...

First 30 Days: Build Strong Foundations Aim:  "Stop using Excel like a spreadsheet and start using it like a data tool" What to learn: IF , IFS , TEXT , LEFT , RIGHT , TRIM , LEN Cleaning, structured datasets without breaking formulas. Working with  Excel Tables Structuring data cleanly Reducing manual work Converting ranges to Tables Structured references Basic data cleaning Practice: 1.Take a messy dataset and clean it 2.Separate raw data from analysis 3.Sorting and filtering properly Up to day 60: Analytical Excel Skills Aim: "Start using Excel to analyse data, not just store it." What to learn: Lookup logic: XLOOKUP , INDEX + MATCH Aggregation: SUMIFS , COUNTIFS , AVERAGEIFS Pivot Tables for exploration Conditional formatting for validation Practice: Build KPIs from raw data Validate numbers using multiple methods Use pivots to answer “why” questions Days 61 to 90: Advanced & Professional Use Aim:  " Use Excel like an exper...

 In this article, I explore how data transformation, CRM optimisation, and analytical modelling can meaningfully improve decision making in small organisations. Drawing from applied analytics projects and academic research, I share practical frameworks and technical approaches that others can use when modernising their data ecosystem. Introduction In my work across data analytics projects and academic research, I have repeatedly seen the same issue: organisations collect large volumes of data, but very little of it is structured in a way that supports confident decision making. This challenge is especially common in small and mission driven organisations, where legacy systems, manual processes, and limited analytical capacity create barriers to insight. In this post, I want to share a practical, experience based framework for transforming raw, inconsistent CRM data into clean, reliable, and analysis ready datasets. The aim is to make these methods accessible to others working on si...