Converting CRM data into actionable insights for SaaS performance tracking
This project involves creating a comprehensive dashboard to track and analyse the performance of a SaaS company.
Presentation
Given that SaaS companies operate on a subscription-based business model with recurring revenue streams, we will calculate specific metrics that provide deeper insights into customer acquisition, retention, and revenue growth patterns. The key performance indicators we will monitor include:
The dataset contains three main tables: customers, products, and transactions. The key technical challenge involves restructuring the transaction-level data into an MRR format, ensuring each row represents a distinct monthly revenue record.
In the example below, we have a customer who purchased a two-month subscription in January 2025 for €2,000. This generates €1,000 in monthly recurring revenue (MRR) for February and March 2025. Additionally, since this is a new customer, we record €1,000 as new MRR specifically for February 2025.
MRR from new subscriptions is recorded beginning the following month to avoid double-counting revenue in the purchase month.
| Date | Subscription amount | Duration | Deal type |
|---|---|---|---|
| 01/01/2025 | 2000 € | 2 months | New biz |
| Date | MRR | New MRR |
|---|---|---|
| 01/02/2025 | 1000 € | 1000 € |
| 01/03/2025 | 1000 € | 0 € |
Data transformation
The following video walks through the data transformation process and dashboard development.
- Separating subscriptions and services into distinct tables
- Transforming the MRR table to display one monthly revenue
- Calculating MRR metrics
- Creating a calendar table to enable MRR filtering by year on the dashboard
- Establishing relationships between the tables
- Calculating churn MRR using DAX measure
- Adding chart and populating it with MRR metrics
Insights
We are dealing with a company that was established in 2020 and has experienced exponential growth during its first five fiscal years, with an average MRR increase of 366.86%. However, we note a stabilisation of MRR during the most recent fiscal year.
The MRR growth is primarily driven by new client acquisitions. Upsells are relatively infrequent, and the pricing structure is limited to three tiers (Basic - Team - Enterprise). Implementing a dedicated plan with customisable user counts and additional options could enable the company to address specific client needs and better accommodate enterprise-level customers.
The limited pricing structure also results in low MRR dependency on the company's top 10 clients. However, since 2022, the company has experienced customer churn, which is currently being offset by new client acquisitions. A customer satisfaction study will be necessary to understand this phenomenon and implement retention strategies.