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Get Started with B2B Marketing Analytics for Lightning App

Learning Objectives

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

  • Describe B2B Marketing Analytics.
  • Identify Tableau CRM app components.
  • Define common Tableau CRM terminology.

B2B Marketing Analytics and Pardot

B2B Marketing Analytics is a Tableau CRM app that’s built for the B2B marketer. It uses your existing Salesforce-Pardot connector to consolidate and analyze vast amounts of data so you don’t have to do it manually. This means you can create customizable dashboards to 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 Lightning App Basics module?), is setting up the B2B Marketing Analytics app. Get Cloudy wants to identify top performing campaigns to help drive conversion and ultimately close deals faster. B2B Marketing Analytics pulls in data from both Salesforce and Pardot for Get Cloudy to slice, dice, and visualize it in easy-to-use widgets. 

What’s Included?

The Tableau CRM app comes with components to help analyze data and take action on it. These components are available out of the box, but Leung can also customize them to suit Get Cloudy’s needs.

  • Dataset: A source of data which is formatted and optimized for interactive exploration in an app template.
  • Lens: A customized, filtered view of a dataset’s data.
  • Dashboard: A curated set of charts, metrics, and tables based on the filtered data from one or more lenses. B2B Marketing Analytics comes with Marketing Manager, Pipeline, and Engagement dashboards out of the box. Find out more about what’s included on these dashboards in Salesforce Help.

Common B2B Marketing Analytics Terms

Before she begins, Leung familiarizes herself with Tableau CRM terminology so she can begin customizing her data faster. Here are some of the most common terms, but she can also find a comprehensive list in Salesforce Help.

App: Apps are like folders. Use them to share and organize projects. In Tableau CRM, an app contains all the dashboards, lenses, and datasets that have been created to analyze the data. 

Dimension: A dimension is a qualitative value that’s handy for grouping and filtering data.

Filter: A way to separate and show limited results, based on criteria such as date range, opportunity stage, or Pardot tag. 

Group: A group is a collection of data based on a specific dimension, such as product name or account.

Measure: A quantitative value, such as revenue or exchange rate. You can “do 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. 

Leung now knows how Pardot and Tableau CRM connects marketing and sales data in one place and can help Get Cloudy make informed, data-driven decisions.

Let’s Get Started

Now that Leung knows more about B2B Marketing Analytics, she’s almost ready to start setting it up. But there are still a few other considerations she needs to review. 

First, she needs to choose whether her teams need access to different dashboards and datasets, and she needs to review the prerequisites for each.

Optional Feature

Description

Prerequisites

Multi-Touch Attribution dashboard

A dashboard that surfaces attribution data based on a few models

Requires Connected Campaigns and Campaign Influence

Account-Based Marketing dashboard

A dashboard that surfaces valuable engagement data grouped by account

No prerequisites

Einstein Behavior Scoring dashboard

A dashboard that offers insight into how your org’s custom scoring model is generated

Requires Connected Campaigns and Einstein Behavior Scoring

Prospect and Activity dataset

A combination dataset that offers prospect and engagement data together, for easier customization

Enable dataset in Marketing Setup

She starts with the out-of-the-box implementation. If a consultant decides they want access to something optional later, they can reconfigure their app to include it. (As long as the prerequisites are met, of course!) 

B2B Marketing Analytics is built on Salesforce’s analytics app template which is updated a few times per year. Leung enables the feature as the admin but users must install and upgrade their apps as needed. Additionally, to ensure the data flows as expected, the connector or integration user must retain Editor access. The necessary permission sets to use B2B Marketing Analytics provide Editor access for every B2B Marketing Analytics App user but this can be updated at any time by updating the sharing settings. She needs an Einstein Analytics Platform license in order to use B2B Marketing Analytics with Pardot Business Units. Finally, if Leung finds that all the available licenses have been assigned, the Einstein Analytics Platform license can share access with additional sales and marketing users. 


There are a few other things Leung needs to consider before she sets up her B2B Marketing Analytics App. 

  • B2B Marketing Analytics isn’t supported in sandboxes. If she needs to test a dashboard, she needs to create a private app in Tableau CRM Analytics Studio.
  • App templates are updated a few times per year and can affect widgets, dashboard, designs, and dataflows. Leung makes a plan to notify users about changes and make sure they update their apps each time a new version is available.

Whew, now that Leung has completed the prework for B2B Marketing Analytics App, she’s ready to install the app and begin using all of the new data. In the next unit, Leung installs the app and selects her users for B2B Marketing Analytics. 

Resources

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