M365Marketing - Teaching Dataset
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Synthetic multi-channel marketing campaign performance across 24 campaigns x 5 channels x 78 weeks. Designed to support practice for the dashboard-design, AI-data-prep, and anomaly-detection chapters of The Defensible Decision.

Wholly synthetic. Any resemblance to a real company's data is coincidental.

Files
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- channels.csv - 5 marketing channels with attribution windows
- segments.csv - 10 audience segments with TAM estimates
- campaigns.csv - 24 campaigns
- performance.csv - ~1,800 rows of weekly performance
- SCHEMA.txt - full schema and known imperfections

What it represents
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A fictional B2B marketing organization running 24 concurrent campaigns across 5 channels (Paid Search, Paid Social, Display, Content Syndication, Field Event) targeting 10 audience segments across 8 industries. The weekly performance grain supports the standard B2B marketing-decision cadence: Monday-morning reallocation reviews, monthly portfolio retrospectives, quarterly budget planning.

The dataset is sized to support the chart-selection, dashboard-design, AI-data-prep, and anomaly-detection exercises in the relevant chapters. Joins are inexpensive.

What it does NOT represent
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- Lead-level data (campaign-week aggregates only)
- Customer-level pipeline (conversions only, no opportunity stage)
- Creative-level performance (campaign aggregates only)

Deliberate imperfections
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- Mixed attribution windows - different channels use different attribution windows. Paid Search and Display use last-click-30d; Paid Social uses view-through-7d; Content and Field use first-touch-90d. Reconciling cross-channel conversions is a chapter exercise.
- Paused weeks - ~1.5% of performance rows are paused (zero everything, note='paused')
- Platform outages - 3 campaigns have a single platform-outage week (zero everything, note='platform-outage'). Useful for anomaly-detection exercises.

Quick start
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cat SCHEMA.txt
head performance.csv
head campaigns.csv

# Load into Power BI:
# 1. Get Data -> Text/CSV -> select all four CSVs
# 2. Build relationships:
#    campaigns.channel_id -> channels.channel_id
#    campaigns.segment_id -> segments.segment_id
#    performance.campaign_id -> campaigns.campaign_id
# 3. Mark week_starting as a date column

Reference BRD
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The M365Marketing starter BRD is the BRD for this dataset.

License and reuse
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Released for teaching use alongside The Defensible Decision. Use freely.