Get Started with B2B Marketing Analytics for Lightning App

Learning Objectives

After completing this unit, you’ll be able to:

  • Define B2B Marketing Analytics for Lightning App.
  • Identify each component of B2B Marketing Analytics for Lightning App.
  • Define common B2B Marketing Analytics terminology.

Introduction: How Does Analytics Fit with Pardot?

B2B Marketing Analytics for Lightning App is an Einstein Analytics app built for the B2B marketer. It analyzes Salesforce and Pardot data populated through your existing Salesforce connector. It consolidates marketing and sales data in one place with customizable dashboards. You can view and report on metrics, share insights with teams, and take data-driven actions to maximize marketing and sales efforts. 

Multi-Touch Attribution Dashboard

Leung Chen, the marketing manager at Get Cloudy Consulting (remember her from the Pardot Basics For Lightning App module?), has been tasked with setting up the B2B Marketing Analytics app. Get Cloudy wants to start exploring their data in a whole new way. They want to determine top performing campaigns to help drive conversion and ultimately close deals faster. 

Analytics Tools

B2B Marketing Analytics offers the following three components to help you analyze your data and take action in your reporting.

  • Datasets
  • Lenses
  • Dashboards

Each of these components builds on the others. Datasets contain a set of source data specially formatted and optimized for interactive exploration. Leung can use the data from Get Cloudy's datasets to build lenses. Lenses are a particular view into a dataset’s data. She can then build dashboards from her lenses. Dashboards are a curated set of charts, metrics, and tables based on the data in one or more lenses. Each of these components come out of the box but also can be customized to suit Get Cloudy’s needs.

Common B2B Marketing Analytics Terms

These are some of the more common terms you encounter when working with B2B Marketing Analytics. 

Aggregate: A summary of the data based on a grouping.

App: Apps are like folders. They let users control sharing and organize their data projects. In Analytics, an app contains dashboards, lenses, and datasets in any combination that makes sense for sharing your data analysis with colleagues. 

Dimension: A qualitative value, such as region or product name. 

Filter: You can filter the data to narrow your results. Filters included with B2B Marketing Analytics are:

  • Date range
  • Stage (Opportunity Stage)
  • Tags (Pardot Tags)

Group: You can group the data by a specific dimension, such as by product name or account.

Measure: A quantitative value, such as revenue or exchange rate. You can do the math on measures, such as calculate the total revenue or minimum exchange rate.

Visualization: A visual representation of data, such as a chart or graph. 

It’s a good idea to familiarize yourself with common Analytics terminology so you can begin customizing your data faster. The terms listed here are the most common, so once you are in the app, you can navigate it easier. You can find a more exhaustive list of common analytics terms here

Now you know how Pardot and analytics connect your marketing and sales data in one place. This can help Get Cloudy make informed, data-driven decisions. In the next unit, Leung will review items to consider before setting up her new app.