Interactive relationship analytics for an enterprise CRM
An enterprise CRM team wanted to see the relationships inside its interaction data — which internal people engaged which external contacts, on which channels, and how that shifted over time. A third-party vendor was building the underlying data platform; what the reporting still lacked was a way to actually see a relationship, because no stock Power BI chart can draw one.
The engagement
Off-the-shelf Power BI visuals give you bars, lines, and matrices. They cannot render an internal-by-external interaction heatmap or a navigable network diagram — the two views that turn a table of interactions into a relationship landscape. And a custom visual cannot be a science project: it has to behave like a native one — bind cleanly to the dataset, cross-filter, drill through, and stay fast at real data volumes.
I built two custom Power BI visuals in React and TypeScript — an interaction heatmap and a network diagram — with drill-through navigation between them, and assisted in configuring the report so they bound correctly to the vendor's dataset and behaved as first-class citizens alongside the native visuals.
The team can now read its relationship landscape directly — see where engagement concentrates, spot the gaps, follow a single contact across channels and time — inside the Power BI reports they already use. The custom visuals turned the data the vendor assembled into something a non-analyst can actually interrogate.
Practice areas applied
- Data & Analytics Activation. Surface the metrics that matter via Fabric and Power BI semantic models, adoption scoring, and executive-ready storytelling dashboards.