1. What’s Calendar for?

Datama Calendar lets you weave key business activities and events into your existing datasets to uncover their impact—and correlations—on the KPIs you track. It’s fully customizable: integrate anything from public holiday calendars to bespoke operational milestones, all in a way that matches your processes.


2. How does it help for business insights?

The final showcase would be like below, highlighting how different business or operational events may have positively or negatively influenced your KPI trends. For example, in this case, we’re tracking traffic variations for an e-commerce platform and overlaying the events calendar to reveal correlations between company activities and traffic performance.

This concept can be applied across many industries to uncover how time-based events shape performance. Here are some examples of insights by sector:

🛍️ E-commerce & Retail

Use case: Impact of public holidays and paydays on sales & conversion rate

  • Calendar trigger: National holidays, Black Friday, payday weekends.
  • KPI impact: Revenue spikes, conversion rate variations, stockouts.
  • Example insight: “Sales conversion increased +18% on payday weekends; average basket dropped right after due to post-sale fatigue.”

🧳 Travel & Hospitality

Use case: Tracking booking trends around school vacations & long weekends

  • Calendar trigger: Public holidays, school breaks, long weekends.
  • KPI impact: Booking volume, occupancy rate, cancellation rate.
  • Example insight: “Bookings surged +25% one week before Easter holiday — suggesting earlier promo pushes could optimize occupancy.”

🏦Banking & Finance

Use case: Customer engagement linked to fiscal calendar & tax deadlines

  • Calendar trigger: Tax season, fiscal year-end, salary deposit dates.
  • KPI impact: Loan demand, savings deposits, customer support volume.
  • Example insight: “Loan applications peaked 10 days before tax filing deadline — automated campaigns should anticipate this window.”

📱 Tech & SaaS

Use case: Feature adoption around release calendars and product updates

  • Calendar trigger: Product launches, version updates, roadmap releases.
  • KPI impact: Retention, usage frequency, support tickets.
  • Example insight: “User engagement rose 30% after Q2 release; NPS dipped slightly due to increased bug reports.”

🍽️ Food & Beverage / QSR

Use case: Sales variation by seasonal menus & local events

  • Calendar trigger: Seasonal menu launches, city festivals, sports events.
  • KPI impact: Average order value, traffic, promo ROI.
  • Example insight: “Burger sales jumped during local football finals; limited-edition menus linked to event calendars boosted repeat orders.”

🏥 Healthcare & Pharma

Use case: Appointment volume and medication demand vs. public health campaigns

  • Calendar trigger: Flu season, vaccination campaigns, awareness days.
  • KPI impact: Appointment bookings, medicine stock, campaign ROI.
  • Example insight: “Flu vaccination awareness week drove a 45% increase in appointments — confirming impact of seasonal campaign alignment.”

🎓 Education & E-learning

Use case: Course sign-ups around academic or certification cycles

  • Calendar trigger: Semester start dates, certification exam windows.
  • KPI impact: Enrollment rate, completion rate, ad campaign ROI.
  • Example insight: “Registrations doubled during pre-exam months — scheduling ads around certification calendars maximizes conversions.”

🏗️ Manufacturing & Supply Chain

Use case: Production and delivery KPIs affected by public holidays or supplier calendars

  • Calendar trigger: National holidays, plant maintenance weeks, logistics shutdowns.
  • KPI impact: Lead time, production output, on-time delivery.
  • Example insight: “Delivery delays increase by 12% during summer holidays; planning supplier shifts could smooth performance.”


3. How to create your own calendar analysis?

3.1.Dataset you need

You’ll need a dataset that includes both event information and at least one business KPI to measure impact.

At minimum, your dataset should contain:

📅 Event date – when the event occurred

🏷️ Event name – short label for easy identification

🧩 Event type – category (e.g., campaign, public holiday, internal launch)

📝 Event description – additional context about the event

📊 Metric (KPI) – a performance indicator to analyze (e.g., revenue, traffic, conversion rate)

You can enrich it with other dimensions (e.g., country, channel, product category) to make your analysis more granular. Below is an example.

If you don’t already have an event dataset, you can easily create one by building a calendar table.

Use Date as the primary key, then left join it to your existing KPI table.

This way, every KPI record is linked to the corresponding event (if any) on that date — allowing you to visualize and analyze KPI variations alongside business or operational events.

3.2.Process in Datama

For now, Datama Calendar is available exclusively in the Datama Detect extension.

The feature will soon be released in both Datama Compare and Datama Detect Web App.

You can connect your dataset either through the Web version or directly via the extension version.

3.2.1. Web App version

If you use Datama Web application, you can create or import your calendar data here (not yet available):

  • Send a code and paste it here,
  • Click on OK to open your Calendar builder page.

Or, simply connect your calendar table in Datama Prep when you create a new use case. Learn more.

Once connected, you can join your KPI table if it isn’t already included in your calendar table (see [here] for how to prepare a dataset in Datama Prep), and then display it in Datama Detect to start analyzing the correlations between your events and KPIs.


3.2.2. Extension version

If you’re using Datama Compare or Datama Detect as an extension in Power BI, Looker Studio, Tableau, or Qlik, you can perform the data join directly within your BI tool before connecting it to the extension.

Then, follow the standard setup process:

  • Add the Datama Detect extension
  • Configure your dimensions and metrics
  • Display the results (see the guide How to use Datama Detect extension here)

By default, Datama Calendar is disabled.

To visualize events on your charts, simply activate the Calendar option, then select the appropriate fields — Event name, Event description, and Event type — in the settings panel.