What does it mean to work with BI / Data / Insight, and which freelancers can help?

By Carsten Bjerregaard, Addcapacity.com

BI / Data / Insight is a competence that connects data, analysis, and business understanding in order to create a stronger decision-making foundation in marketing and business. The discipline focuses on collecting, structuring, and analyzing data from digital channels, CRM systems, and sales platforms so organizations can understand the relationship between activities and results. The competence plays a central role in both strategic planning and the ongoing optimization of marketing efforts. Typical profiles include data analysts, BI specialists, marketing analysts, and digital strategists who work in systems such as Power BI, Tableau, BigQuery, Snowflake, Google Analytics 4, and various CRM platforms. In practice, the task is to translate data into insights that can support decision-making.

1. What is BI / Data / Insight?

BI / Data / Insight covers the work of transforming data into understandable insights that can be used to make better decisions within an organization. This includes both technical data processing and analytical interpretation. The competence therefore exists at the intersection of technology, analysis, and business understanding. Many companies collect large amounts of data, but experience that the real value only appears when the data is structured and placed in context. Working with BI and data is therefore not only about dashboards, but also about asking the right questions and creating a shared understanding of what the data actually shows.

Key elements of the work:

• Data integration from multiple sources
• Structuring of data models
• Analysis of customer behavior
• Visualization of insights
• Decision-support reporting

An example could be a company that combines data from its webshop, advertising platforms, and CRM in one data model. This enables marketing and sales to see the overall effect of activities and identify where friction occurs in the customer journey.

2. How does BI / Data / Insight fit into a modern marketing function, and what value does it work with?

In modern marketing, BI and data analysis function as the foundation for many decisions. Where marketing was previously often guided by experience and campaign performance alone, there is now an expectation of a more systematic data foundation. BI is therefore used to identify patterns in customer behavior, understand channel performance, and prioritize investments. At the same time, insights contribute to improving customer journeys and segmentation. The value is typically measured in terms of better resource allocation, higher conversion rates, and improved use of customer data.

Typical KPI areas:

• Customer lifetime value (CLV)
• Conversion rate (CVR)
• Marketing ROI
• Pipeline and revenue
• Customer behavior and engagement

An example is a company analyzing customer journeys across website, email, and advertising channels. By identifying where potential customers drop off, the marketing team can adjust both messaging and channel strategy.

3. Which tasks within the field can freelancers help with?

Freelancers within BI / Data / Insight often contribute when organizations need specialized expertise to establish or further develop their data foundation. This may involve building data platforms, developing dashboards, or analyzing marketing data. An external specialist can also help structure data models and ensure that data is actively used within the organization. In many cases, the freelancer also acts as a bridge between marketing, IT, and leadership.

Typical freelance tasks:

• Building data models
• Integrating data sources
• Developing dashboards
• Analyzing customer data
• Advising on data-driven decision-making

A concrete example could be a company seeking better insight into marketing performance. A freelance BI specialist consolidates data from advertising platforms, CRM, and web analytics into a Power BI solution that provides marketing leadership with a comprehensive overview.

4. Which tools are typically used by specialists within the field?

BI specialists work with a combination of data platforms, analytics tools, and visualization systems. The purpose is to collect data from different sources and make it accessible through dashboards and analyses. The choice of tools often depends on the organization’s technical setup and the volume of data.

Typical tools and systems:

• Power BI and Tableau
• BigQuery or Snowflake
• Google Analytics 4
• HubSpot or Salesforce

A typical setup might involve a data platform where data from marketing channels, website activity, and CRM are combined. From there, dashboards are developed to provide marketing and sales leadership with an overall view of performance.

5. Who typically leads the work with BI / Data / Insight, and what is their background?

Responsibility for BI and data insights often lies with a Head of BI, a Data & Analytics Manager, or a Marketing Analytics Manager. In some organizations, the responsibility sits within a central data function or business intelligence department. These professionals typically have a background in data analysis, finance, statistics, or digital marketing.

Typical lead profiles:

• Head of Business Intelligence
• Data & Analytics Manager
• Marketing Analytics Manager

An example could be a data and analytics manager who works closely with marketing leadership to ensure that analyses and dashboards support the company’s strategic decisions.

6. Who typically participates in the daily execution and task solving, and what is their role?

Daily work often involves several different roles across the organization. Data analysts work with data models and analyses. BI specialists develop dashboards and reporting structures. Marketing specialists contribute channel data and apply insights in campaign optimization. At the same time, creative roles such as copywriters, designers, and graphic designers play an indirect role because insights often influence content and campaign structure.

Typical roles involved:

• Data analyst
• BI specialist
• Marketing specialist

An example is an analysis of customer segments where a data analyst identifies differences in behavior between segments. The marketing team then uses these insights to develop more targeted campaigns.

7. What specializations can exist within BI / Data / Insight?

BI / Data / Insight includes several different specializations depending on data complexity and organizational needs. Some specialists primarily work with data platforms and data models, while others focus more on analysis and business insights.

Typical specializations:

• Marketing analytics
• Customer analytics
• Data engineering

A company with complex data sources may prioritize data engineering and integration. A marketing organization with many digital channels will often focus more on marketing analytics and customer behavior.

How to quickly connect with strong candidates for your needs

BI / Data / Insight is an area where freelance competencies often create rapid progress. An experienced specialist can establish structure in data, develop dashboards, and help the organization work more data-driven. At the same time, the freelancer can work closely with marketing, IT, and leadership. Hourly rates are typically lower than agency rates, and the collaboration can be adapted to the organization’s needs.

Addcapacity.com helps clarify the need—role, tasks, and competence profile—and identifies three relevant candidates who match both the professional requirements and the scope of the assignment. The dialogue is non-binding and provides a clear basis for evaluating the next step.