MARKETING CAMPAIGN

ANALYSIS USING POWER BI

INTERNSHIP REPORT

Submitted by

SHYAM RAHUL T –20I148

In partial fulfillment for the award of the degree of

BACHELOR OF TECHNOLOGY

IN

ARTIFICIAL INTELLIGENCE AND DATA SCIENCE

ANNA UNIVERSITY, CHENNAI Jan

2022
 CERTIFICATE

This is to certify that the Internship report submitted by SHYAMRAHUL T –

20I148. is work done by him and submitted during 2021 - 2022 academic Year, in
partial fulfillment of the requirements for the award of the degree of BACHELOR OF
TECHNOLOGY in ARTIFICIAL INTELLIGENCE AND DATA SCIENCE

Faculty guide Head of the department

………………………… ..………………………

(Internal examiner) (External examiner)

CERTIFICATE OF INTERNSHIP
 ACKNOWLEDGEMENT

First I would like to thank Mr. K. VIGNESH KUMAR for giving me the
opportunity to do an internship within the WE & DATA. Although quite short, for me
this was a great experience I can learn from. It helped me to explore my skills and
increased my interest in Artificial Intelligence.

It is a moment of immense pride for me to reveal my profound thanks to our

respected Principal, Dr. P. VIJAYAKUMAR, M.E., Ph.D. who happens to be a striving
force in all our endeavours.

I express my sincere thanks to our Mr. Manikandan Sundaram M.Tech,(Ph.D)

Head of Artificial Intelligence and Data Science.

I express my sincere thanks to my Mentors Mr. I. Surenther, M.E.(Ph.D) and

Ms. K. Sathya. M.E. who provided me with the necessary guidance and
encouragement.

Without the help and support of all the mentioned people, I may not be able to
fulfill my internship and learn different things. I would like to thank all those people for
their valuable contribution and proper guidance throughout my internship period.
Finally, I must acknowledge with due respect the constant support and patience
of my parents.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

Acknowledgement

Abstract 2

List of figures 3

List of Abbreviations 4

Weekly Report 5

1 Introduction 6

1.1 Introduction to Internship 6

1.2 Internship Program Objective 6

1.3 Introducing Power BI 6

1.4 History of Power BI 7

1.5 Features of Power BI 7

1.6 Using Data Modeling 7

1.7 Visualization 8

2 Power BI Dashboard 10

2.1 What is a Power Dashboard 10

2.2 Advantages of a Power BI Dashboard 11

2.3 Create a Dashboard in Power BI 11

2.4 R- scripting using Power BI 21

3 Real Time Project Sample 28

3.1 Sample project done on Internship

4 Conclusion 31

4.1 Why Power BI is so popular and its need

References 32

1
 ABSTRACT

Power BI has Interactive and stunning visualization tools and techniques to share with a wide range

of audience. Traditional BI tools like Tableau or Qlikview restrict you to historical analysis. By using

Power BI you can access real-time information so you can identify trends early. By doing so, you can

identify issues and improve performance. Power BI has rich personalized dashboards With power BI

one can extract business intelligence rapidly and accurately. With Custom visuals, Power BI allows

you to visualize data in almost every possible way you can imagine. Power BI is often used by

management to draw insights and inferences about a company’s forecasts, customer behavior, etc. It

can also be used to track an organization’s internal employee performance, etc. Power BI can do in

minutes what takes analysts weeks to produce.Simply load them into Power BI, rearrange the data,

create your reports, and your analysis is ready to present to decision makers.Power BI is a collection

of software services, apps, and connectors that work together to turn your unrelated sources of data

into coherent, visually immersive, and interactive insights. Your data may be an Excel spreadsheet, or

a collection of cloud-based and on-premises hybrid data warehouses. Using this power BI, I have

done an analysis on heart disease using the heart disease dataset. Our goal on taking this dataset is to

educate people on the need of a healthy life routine to be fit and free from heart diseases. These

visuals represent the ultimate need for maintenance of one's physical aspects. It helps us to analyse

whether the person has heart disease or to know whether there are any chances of getting them in

future. It relates a healthy heart with one's exercising habits, proper diet, blood pressure, etc..

2
 LIST OF FIGURE

Figure. no List of Figure Page.no

Fig:2.0 Power BI Dashboard on Power BI Service 10

Fig:2.1 Market Campaign Data 12

Fig:2.2 Dashboard 12

Fig:2.3 Cards 13

Fig:2.4 Line chart 14

Fig:2.5 Stacked column chart 14

Fig:2.6 Adding labels to the graph 15

Fig:2.7 The clustered bar chart 15

Fig:2.8 Donut chart 16

Fig:2.9 Pie chart 17

Fig:2.10 Tables 18

Fig:2.11 Treemap 19

Fig:2.12 Area chart 19

Fig:2.13 Category and subcategory Level Report 20

Fig:2.14 Publishing report on to power BI serve 21

Fig:2.15 Configuration 22

Fig:2.16 Connecting R environment 23

Fig:2.17 R Script 24

Fig:2.18 Viewing the dataset 25

Fig:2.19 Load successfully 25

Fig:2.20 Enable the script 26

Fig:2.21 R script for visualization 27

Fig:2.22 Visualization of scatter plot using R script 27

Fig:2.23, 2.24, 2.25 Dashboard - 1, 2, 3 27,28,29

3
 LIST OF ABBREVIATIONS

BI Business Intelligence

4
 WEEKLY OVERVIEW OF INTERNSHIP ACTIVITIES

DATE DAY NAME OF THE TOPIC/MODULE COMPLETED

23.11.2021 Tuesday Overview of Power BI
24.11.2021 Wednesday Introduction to Power BI
25.11.2021 Thursday Power BI in Real life
26.11.2021 Friday Branches in Power BI
27.11.2021 Saturday General discussion about Power BI Projects

DATE DAY NAME OF THE TOPIC/MODULE COMPLETED

29.11.2021 Monday Terminology and Related Concepts
30.11.2021 Tuesday Data modeling
1.12.2021 Wednesday Visualization overview
2.12.2021 Thursday Different types in Visualization
3.12.2021 Friday Creating charts using Power BI
4.12.2021 Saturday General discussion about Power BI Projects

DATE DAY NAME OF THE TOPIC/MODULE COMPLETED

6.12.2021 Monday Power BI Dashboard overview
7.12.2021 Tuesday Power BI Dashboard
8.12.2021 Wednesday Power Query Editor overview
9.12.2021 Thursday Power Query Editor
10.12.2021 Friday Power BI Dashboard with Power Query Editor
11.12.2021 Saturday Power BI Dashboard with Power Query Editor

DATE DAY NAME OF THE TOPIC/MODULE COMPLETED

13.12.2021 Monday Power BI Vs Tableau
14.12.2021 Tuesday Key Fields of Application in Power BI
15.12.2021 Wednesday Application Domains for Power BI
16.12.2021 Thursday The evolution and future of Power BI
17.12.202 Friday Future with Power BI

5
 CHAPTER-1

INTRODUCTION

1.1 Introduction to Internship

This internship is all about Power BI. An introduction to Power BI which will
help to understand the concepts behind Business Intelligence. In this Internship program, we
have also discussed various popular topics such as History of Power BI, applications of
BI,Power BI,visualizations,Data modeling,Power query, etc.

Today's world, technology is growing very fast, and we are getting in touch
with different new technologies day by day. Here, one of the booming technologies of
computer science is Business Intelligence which is ready to create a new revolution in the
world by making intelligent machines.

1.2 Internship Program Objective

The major objectives of internship are:

❖ To understand what is Power BI and its features

❖ To understand what is Data modeling using Power BI
❖ To know what is visualizations and its types
❖ To create insightful dashboard in Power BI

1.3 Introducing Power BI

Microsoft’s Power BI is a business and data analytics service that enables

professionals to process, analyze, and visualize vast volumes of data. It helps extract
insights, draw conclusions, and share results in the form of reports and dashboards across
various departments. It provides an easy drag and drops feature with a range of interactive
data visualizations to generate reports and dashboards.

6
1.4 History of Intelligence

Power BI was designed by West Chadic George in 2010 and named Project
Crescent. In 2011, it was tied up with SQL server codenamed Mount McKinley. In
September 2014, Microsoft revealed the first preview to Power BI.
The first version of Power BI was released on 24 July 2015.

1.5 Features of Power BI :

● Power BI is faster and performs better when there is a smaller volume of data
● Power BI provides an interface based on Microsoft Office 365 that is user-friendly,
intuitive, and easy to understand
● Using Power BI, you can work with several data sources, such as Excel, Text/CSV, JSON,
SQL Server databases, IBM DB2, MySQL, etc.
● Power BI can connect with the R programming language, and it also supports various Data
Analysis Expression (DAX) functions and measures
● Power BI has functional integration with the Microsoft Azure cloud platform. It helps to
analyze insights and patterns in datasets

1.6 Using Data Modeling

Data Modeling is one of the features used to connect multiple data sources in BI tool
using a relationship. A relationship defines how data sources are connected with each other
and you can create interesting data visualizations on multiple data sources.

With the modeling feature, you can build custom calculations on the existing tables and
these columns can be directly presented into Power BI visualizations. This allows businesses
to define new metrics and to perform custom calculations for those metrics.

7
1.7 Creating Simple Visualizations

Visualizations are used to effectively present your data and are the basic building
blocks of any Business Intelligence tool. Power BI contains various default data visualization
components that include simple bar charts to pie charts to maps, and also complex models
such as waterfalls, funnels, gauges, and many other components.

In Power BI, you can create visualization in two ways. First is by adding from the right
side pane to Report Canvas. By default, it is the table type visualization, which is selected in
Power BI. Another way is to drag the fields from the right sidebar to the axis and value axis
under Visualization. You can add multiple fields to each axis as per the requirement.

8
In Power BI, it is also possible to move your visualization on the reporting canvas by clicking
and then dragging it. You can also switch between different types of charts and visualizations
from the Visualization pane. Power BI attempts to convert your selected fields to the new
visual type as closely as possible.

Here are the chart types in Power BI :

1. Area charts
2. Line charts
3. Bar charts
4. Column charts
5. Pie charts
6. Doughnut charts
7. Gauge charts
8. Funnel charts
9. Scatter charts
10. Bubble charts

9
 CHAPTER 2

POWER BI DASHBOARD

2.1 What is a Power BI Dashboard?

A single page visualization with multiple charts and graphs to tell a story is called a
Power BI dashboard. This one-page visualization in a dashboard is also known as a Canvas.
The Power BI dashboard is a feature only available in Power BI Service. Since a Power BI
dashboard is limited to one page, it only contains the highlights of a story. You cannot create a
dashboard on Power BI Desktop.

Fig. 2.0: Power BI Dashboard on Power BI Service

In a dashboard, visualizations are generated from reports, and each report is based on
one dataset. The visualizations present on the dashboard are called tiles, and report designers
pin these tiles to the dashboard.

10
2.2 Advantages of a Power BI dashboard

● A Power BI dashboard enables users to analyze reports and view all important metrics at a
glance
● Using a Power BI dashboard, users can create visualizations from multiple datasets or
multiple reports
● You can customize dashboards to meet the requirements of any enterprise
● Power BI dashboards can be embedded into applications to provide a unified user
experience

You can instantly share a dashboard with other colleagues in your organization

2.3 Create a Dashboard in Power BI?

Building reports on Power BI Desktop and publishing them to Power BI Service is
one of the best ways to understand how a Power BI dashboard works.

For our demo, we’ll be looking at a Marketing campaign dataset that contains
personal data about customers. The dataset contains various customer-related details,
including customer ID, Education and income, product names, product categories and
subcategories, profit made, and so on. This dataset is commonly known as a Sample
Superstore dataset. We’ll analyze this dataset to compare Education and income from each
segment, year, and quarter.

11
 The following is the dataset that we’ll be using to create the dashboard:

Fig:2.1 Market Campaign Data

CARDS:

First, we will create three separate cards to calculate the total IDs, income, and quantity of
different products. From the visualization panel on the right, click on “card,” which will create
an empty card.

12
 Fig:2.2 Dashboard

Drag the sales column on to the fields, which will give you the total IDs of all customers. You
can edit this card by changing the font size and the color of the sales value. Also, you can add
a title to this card. Similarly, you can create two more cards for total responses, total products
and total income by dragging respective columns on to fields.

After that, we’ll add a slicer to our visualization to slice the data based on the “Year_brith”
column. This will help us filter the data and view it according to the need.

13
 Fig:2.3 Cards

LINE CHART:

Suppose you are looking to visualize and analyze Education and Marital status over a
certain number of Income. In order to do this, you’ll create a line and stacked column chart.
Select the line and stacked column chart from the visualization panel and drag the
“Year_Birth” column on to “Shared Axis.” Put “Education” under “Column” values, and
insert the “Income” column into “Line” values. That will generate the graph. You can edit the
color of the bars and the line under the format tab.

After that, we’ll add a slicer to our visualization to slice the data based on the “Marital
Status” column. This will help us filter the data and view it according to the need.

Fig:2.4 Line chart

In the chart above, the lines represent the income. The graph reveals the highest amount
of income and Marital Status as Widow. Power BI Desktop provides an excellent feature to
drill down into the data and visualize the graph in terms of each quarter, month, and day. This
option is available at the top when you navigate to a specific chart.

14
 Fig:2.5 Stacked column chart

From the visualization above, we can see that November had the most sales.You can also add
the labels to the graph by clicking the “Format” tab and switching on the data labels.

Fig:2.6 Adding labels to the graph

CLUSTERED COLUMN CHART

Now, let’s create a clustered column chart by analyzing annual and quarterly sales. From the
Visualizations menu, select the “Clustered Column Chart.” Add the “Year” column onto the
axis. Take the “Quarter” columns under “Legend,” and add the “Sales” columns to “Value.”

15
 Fig:2.7 The clustered bar chart

The graph above shows that the first quarter of every year had the lowest sales
numbers, while the fourth quarter was consistently the highest. You also have the option to
change the colors on your graph to make it more visually appealing.

DONUT CHART

Next, let’s look at how to create a donut chart to analyze products by segment. Under
visualizations, click on the donut chart. Under legend, add the segment column. Drag the
“NumCatalogPurchases” column on to “Values” and “Revenue” on to “Tooltips.”

16
 Fig:2.8 Donut chart for different products

The donut chart above indicates that the NumStorePurchases segment had the highest amount
of sales and profit, while the NumDealsPurchases segment had the lowest. You can format
the visualization as per your requirements to make it more visually attractive.

PIE CHART

Now, we’ll move on to creating a pie chart, which will enable us to visualize the Income for
different Education profile. Move the “Education” column on to “Legend” and add the
“Income” column under “Values.” Drag the “Sales” column onto “Tooltips.”

Fig:2.9 Pie Chart for Income and Education

The Graduation category generated the highest amount of income, while Basic made the

17
 lowest. The “format” tab is used to change the colors and make any necessary edits.

Let us now visualize our data at a more granular level by analyzing sales, profit, and units
sold at regional and state levels. First, we’ll create three slicers to filter our data. Click on the
slicer from the visualizations panel and add the “Region” column on to “Field” to create a
regional slicer. Similarly, you can create a state and year slicer. You also have the option to
edit the slicers to change the font size, increase the size of the text, and add a background
color.

Fig:2.10 Tables

We’ll now create a table to check the quantity and the profit made in each city. Under the
“Visualizations” tab, select “Table”. Add the “City” column under “Values,” followed by
quantity and the “Profit” column. Add a background color to the column headers and increase
the size of the font. You can filter the data by selecting the items from each of the slicers.
Below, we have selected the central region and selected the state of Minnesota. In the table,
you can see all the cities in the state of Minnesota, the quantity sold, and the profit they made.

TREEMAP

Next, let’s verify which is the maximum among “AcceptedCmps” by category using a
Treemap chart. Select theTreemap chart from visualizations and drag all the “AcceptedCmps”
18
 column onto the values.

Fig:2.11 Treemap in Power BI

AREA CHART

Next, let’s verify the annual profit by category using an area chart. Select the area chart
from visualizations and drag the “Year” column on to the axis, the “Category” column on to the
legend, and “Profit” on to “Values.”

19
 Fig:2.12 Area chart using Power BI

You can analyze the profit and quantity that each product category and subcategory sold. You
can also create a funnel. Users can explore their many options through the dashboard. If you
want to go in detail and create a more granular level report, you can do that by creating a
report based on the products’ categories and subcategories, as shown in the report below. You
can use category and subcategory as your slicers and create different line charts, bubble
charts, treemaps, and pie charts to visualize the data.

Fig:2.13 Category and subcategory Level Report

We’ll now publish our overall sales report on Power BI Service and create a dashboard. Save
your reports on Power BI Desktop. Then, click on the home menu and select the “Publish”
button.

You can also create a new workspace or publish the report to an existing workspace in Power
BI Service.

20
 Fig;2.14 Publishing to Power BI successfully

2.4 R-SCRIPTING USING POWER BI :

R installation :

When working with R in Power BI Desktop, R must be installed on the same

Windows computer as Power BI Desktop. You can download and install an R distribution for
free from a variety of locations, including the CRAN distribution available from the R Project
site and the Microsoft R Open distribution available from the Revolution Analytics site.

configuration :

When you open Power BI Desktop, Power BI Desktop tries to locate an R installation on your
system. You can verify whether the correct installation has been detected by opening the
Options dialog box, available by going to File > Options and settings > Options. The
following figure shows the Options dialog box with the R scripting section selected, as it
appears on my system.

21
 Fig;2.15 Configuration

Using an R script to import data :

When using an R script to import data, the script must return at least one data frame
that serves as the basis for your imported table. If the script returns multiple data frames, you
can choose which ones to include as part of the import process. Power BI will create a table
for each imported data frame.

To use an R script to import data into Power BI Desktop, click the “Get Data” button on the
Home ribbon. When the “Get Data” dialog box appears, navigate to the “R script” option in
the Other category, as shown in the following figure.

Fig;2.16 Connecting R Environment

22
 When you click the Connect button, Power BI Desktop launches the R script dialog
box, where you can type or paste your R script. For the first example, use the following R
script to retrieve data from the gapminder dataset (included with the CRAN distribution) and
assign it to the gm variable:

Fig;2.17 R Script

Before entering your script into the R script dialog box, you should test it in your IDE to
ensure that it runs properly and returns the results you expect. If your script generates an error
within Power BI Desktop, it can be very difficult to make sense of it. Plus, you have to start
over with the import process.

When the above R script is executed we get a pop window showing the gapminder dataset.
Since the gapminder dataset doesn’t contains any missing data, processing is not required.

The Navigator dialog box lists the data frames in the Display Options section, under the R[1]
folder. You must select the checkbox associated with the “gm” data frame you want to import.
Once you’ve made your selection, click Load.

23
 Fig;2.18 Viewing the dataset

After Power BI Desktop loads the data, you can view the dataset in Data view, as
shown in the following figure.

Fig;2.19 Load successfully

24
Creating visualizations using an R script :

Another great feature in Power BI Desktop is the ability to use R to create visualizations
within Report view.

To add an R-based visualization, go to Report view and click the R button on the
Visualizations pane. The first time you do this, you’ll be prompted to enable script
visualizations, as shown in the following figure. Simply click the Enable button,

Fig;2.20 Enable the script

The script uses the ggplot function in the ggplot2 package (be sure to install the ggplot2
package if you haven’t already) to create a visualization with the specified colors and labels.

When you add the columns, Power BI Desktop inserts several comments in the R script editor
pane. The first two comments indicate that a data frame named dataset has been created,
based on the columns you added to the Values section of the Visualizations pane. You must
use a dataset to reference the source data in your R script.

25
 Fig;2.21 R script for visualization

After you define the R script, click the Run script button at the top of the R script
editor pane. Power BI Desktop processes the script and displays the visualization in the
placeholder added earlier, when you first clicked the R button. The following figure shows
how the visualization appears on my system.

Fig;2.22 Visualization of scatter plot using R script

26
 CHAPTER 3

REAL TIME PROJECT SAMPLE

3.1 Sample project done on Internship :

Output of Dashboard - 1 :

Fig;2.23 Dashboard - 1

Interference :

● The Graduation category generated the highest amount of income, while Basic made the
lowest.
● Slicer helps to filter the visualization according to the year.
● The bar chart between year_Birth and Marital_Status represents the relationship between the
columns.

27
Output of Dashboard - 2

Fig;2.24 Dashboard - 2

Interference :

● The separate cards to calculate the total response of different products.

● Using a Treemap chart we verify which is the maximum among “AcceptedCmps” by
category.

● The donut chart above indicates that the NumStorePurchases segment had the highest amount
of sales and profit, while the NumDealsPurchases segment had the lowest.

28
Output of Dashboard - 3

Fig;2.25 Dashboard - 3

Interference :

● The separate cards to calculate the total income of different IDs.

● R script depicts the correlation between MntFishProducts, MntFruits and MntGoldProds
● Slicer helps to filter the visualization according to the Education.

29
 CHAPTER 4

CONCLUSION

4.1 Following are the reasons why Power BI is so popular and needed in the BI domain:
1. Access to Volumes of Data easily
Power BI can access vast volumes of data from multiple sources. It allows you to view,
analyze, and visualize vast quantities of data that cannot be opened in Excel. Some of
the important data sources available for Power BI are Excel, CSV, XML, JSON, pdf,
etc. Power BI uses powerful compression algorithms to import and cache the data
within the.PBIX file.

2. Interactive UI/UX Features

Power BI makes things visually appealing. It has an easy drag and drops functionality,
with features that allow you to copy all formatting across similar visualizations.

3. Exceptional Excel Integration

Power BI helps to gather, analyze, publish, and share Excel business data. Anyone
familiar with Office 365 can easily connect Excel queries, data models, and reports to
Power BI Dashboards.

4. Accelerate Big Data Preparation with Azure

Using Power BI with Azure allows you to analyze and share massive volumes of data.
An azure data lake can reduce the time it takes to get insights and increase
collaboration between business analysts, data engineers, and data scientists.

5. Turn Insights into Action

Power BI allows you to gain insights from data and turn those insights into actions to
make data-driven business decisions.

6. Real-time Stream Analytics

Power BI will enable you to perform real-time stream analytics. It helps you fetch data
from multiple sensors and social media sources to get access to real-time analytics, so
you are always ready to make business decisions.

30
 REFERENCES

◆ https://www.simplilearn.com/tutorials/power-bi-tutorial/what-is-power-bi

◆ https://app.powerbi.com/embed?dashboardId=

◆ https://www.edureka.co/blog/what-is-power-bi/

◆ https://www.microsoft.com/en-in/p/power-bi-desktop/9ntxr16hnw1t

◆ https://www.tutorialspoint.com/power_bi/power_bi_introduction.htm

◆ https://docs.microsoft.com/en-us/dax/dax-function-reference

◆ https://docs.microsoft.com/en-us/dax/dax-function-reference

◆ https://www.tutorialspoint.com/power_bi/dax_basics_in_power_bi.htm

◆ https://learn.radacad.com/course/basics-of-power-bi-modeling/
◆ https://mindmajix.com/power-bi-visualization-types
◆ https://www.tutorialspoint.com/power_bi/power_bi_visualization_options.htm
◆ https://radacad.com/basics-of-m-power-query-formula-language
◆ https://www.red-gate.com/simple-talk/databases/sql-server/bi-sql-server/power-bi-
introduction-working-with-r-scripts-in-power-bi-desktop-part-3/

31