Authors: Anjali Jitendra Mahajan, Prof. Gayatri Deokate
Abstract: In the modern digital business environment, organizations increasingly depend on customer engagement analytics to improve marketing performance and business decision-making. This research paper focuses on integrating CRM and marketing datasets using Microsoft Fabric and Power BI to analyze customer email engagement behavior. The study integrates customer interaction datasets including Email Sent, Delivered, Opened, Clicked, and Bounced events into a centralized analytical platform using Microsoft Fabric Lakehouse architecture and PySpark notebooks. The research demonstrates the implementation of Bronze, Silver, and Gold layered architecture for organizing and transforming customer interaction datasets. Microsoft Fabric OneLake shortcuts, PySpark notebook transformations, and Power BI dashboards were used for centralized reporting, KPI analysis, and business intelligence visualization. Important marketing KPIs such as Delivery Rate, Open Rate, Click-Through Rate (CTR), and Bounce Rate were analyzed to evaluate campaign effectiveness and customer engagement patterns. The study findings indicate that centralized customer engagement analytics significantly improve reporting efficiency, campaign analysis, and marketing decision-making. The implementation also highlights the effectiveness of Microsoft Fabric in scalable data integration and cloud-based business analytics.
DOI: https://doi.org/10.5281/zenodo.20354969
