Implementace reportů pro bankovní marketingové oddělení na platformě Microsoft Dynamics CRM pomocí nástroje Power BI

This diploma thesis deals with Self Service Business Intelligence solution in a marketing department of an international bank. The main aim of this thesis is to implement reports for marketing module of banking CRM system based on Microsoft Dynamics CRM platform using Power BI tool. The first part deals with principles and approaches to marketing. In addition to the definitions of the basic concepts, it outlines the general process of engaging and identifying the interests of potential clients through marketing campaigns to their transformation into new business opportunities or customers. Reports and dashboards are analysed as the output product of reporting, differences and matches between them are also mentioned there. The following is the description of basic terminology, components and historical development of Power BI.The second part of the thesis contains an analysis of the current state of a marketing module of banking CRM system. Subsequently, the process of obtaining user requests for the resulting reports is described based on which the dimensions and metrics for their fulfilment are determined. The method of loading data from the source CRM system is compared using the available connectors that Power BI offers to connect to Dynamics CRM, and the most efficient way of performance is selected. The output is a created data model in Power BI Desktop. The output is then the determined KPIs and created reports according to the assignment of marketing department staff showing different angles of view of the required information from the data model created using Power BI.