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B2B Marketing Analytics ์„ค์ •

ํ•™์Šต ๋ชฉํ‘œ

์ด ์œ ๋‹›์„ ์™„๋ฃŒํ•˜๋ฉด ๋‹ค์Œ์„ ์ˆ˜ํ–‰ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

  • Salesforce-Marketing Cloud Account Engagement์˜ ๊ฒ€์ฆ๋œ ์ปค๋„ฅํ„ฐ๋ฅผ ํ™•์ธํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
  • B2B Marketing Analytics๋ฅผ ์„ค์ •ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

Get Cloudy๋Š” ๋ฐ์ดํ„ฐ ํƒ์ƒ‰์„ ์‹œ์ž‘ํ•  ์ค€๋น„๊ฐ€ ๊ฑฐ์˜ ๋‹ค ๋˜์—ˆ์Šต๋‹ˆ๋‹ค. Get Cloudy๋Š” ์ „ํ™˜์„ ์œ ๋„ํ•˜๊ณ  ๊ถ๊ทน์ ์œผ๋กœ ๊ฑฐ๋ž˜๋ฅผ ๋”์šฑ ๋น ๋ฅด๊ฒŒ ์„ฑ์‚ฌํ•˜๋Š” ๋ฐ ๋„์›€์ด ๋˜๋Š” ์ตœ๊ณ ์˜ ์บ ํŽ˜์ธ์„ ํŒŒ์•…ํ•˜๊ธฐ๋ฅผ ์›ํ•ฉ๋‹ˆ๋‹ค. ์ด์ œ Leung์€ ๋ช‡ ๊ฐ€์ง€ ๋‹จ๊ณ„๋งŒ ๋” ์ง„ํ–‰ํ•˜๋ฉด ๋ฉ๋‹ˆ๋‹ค!

์ปค๋„ฅํ„ฐ ํ™•์ธ

Get Cloudy๋Š” ๊ฒ€์ฆ๋œ Salesforce- Marketing Cloud Account Engagement ์ปค๋„ฅํ„ฐ๋ฅผ ์ด๋ฏธ ์‚ฌ์šฉ ์ค‘์ด์ง€๋งŒ, ์ปค๋„ฅํ„ฐ ๋ฒ„์ „์„ ํ™•์ธํ•˜๊ณ  ๊ฒ€์ฆํ•˜๋Š” ๋ฐฉ๋ฒ•์„ ์‚ดํŽด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.

์‚ฌ์šฉ ์ค‘์ธ ๋ผ์ด์„ ์Šค๋ฅผ ํ™•์ธํ•˜๊ธฐ ์œ„ํ•ด Leung์€ Salesforce Setup(Salesforce ์„ค์ •)ย | Company Information(ํšŒ์‚ฌ ์ •๋ณด) | Permission Set License(๊ถŒํ•œ ์ง‘ํ•ฉ ๋ผ์ด์„ ์Šค) ํ•„๋“œ๋กœ ์ด๋™ํ•ฉ๋‹ˆ๋‹ค. ๋˜ํ•œ ๋ชจ๋“  ์ตœ์‹  ํ†ต์ฐฐ๋ ฅ์„ ์–ป๊ธฐ ์œ„ํ•ด ์ตœ์‹  ๋ฒ„์ „์˜ B2B Marketing Analytics๋ฅผ ์„ค์น˜ํ•˜๊ณ  2019๋…„ 2์›” 11์ผ ์ด์ „์— ์ƒ์„ฑ๋œ ๋ชจ๋“  ์‚ฌ์šฉ์ž ์ •์˜๋ฅผ ๋งˆ์ด๊ทธ๋ ˆ์ด์…˜ํ•ฉ๋‹ˆ๋‹ค.

์ด์ œ Leung์€ ์กฐ์ง์—์„œ CRM Analytics๋ฅผ ์‚ฌ์šฉํ•  ์ค€๋น„๊ฐ€ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค. ์ด๋Ÿฌํ•œ ์ž‘์—…์€ ๋งˆ์ผ€ํŒ… ์„ค์ • ์•ฑ์—์„œ ์ง„ํ–‰ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. Setup(์„ค์ •)์—์„œ B2B๋ฅผ ๊ฒ€์ƒ‰ํ•˜๊ณ , B2B Marketing Analytics ํ—ค๋”ฉ์—์„œ Getting Started(์‹œ์ž‘ํ•˜๊ธฐ)๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.

B2B Marketing Analytics ์„ค์ • ํ™”๋ฉด.

์„ค์ • ํ™”๋ฉด์—๋Š” ํ• ๋‹น ๊ด€๋ฆฌ, Analytics ํ™œ์„ฑํ™”, ๊ธฐํƒ€ ์„ค์ •์— ๋Œ€ํ•œ ํ”„๋กœ์„ธ์Šค๊ฐ€ ์ž์„ธํžˆ ์•ˆ๋‚ด๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.

B2B Marketing Analytics ๊ถŒํ•œ ์ง‘ํ•ฉ ํŽ˜์ด์ง€.

Leung์€ B2B Marketing Analytics ์•ฑ์— ์•ก์„ธ์Šคํ•ด์•ผ ํ•˜๋Š” ์‚ฌ์šฉ์ž๋“ค์—๊ฒŒ ์˜ฌ๋ฐ”๋ฅธ ๊ถŒํ•œ ์ง‘ํ•ฉ ๋ผ์ด์„ ์Šค๋ฅผ ํ• ๋‹นํ•  ์ค€๋น„๋ฅผ ๋งˆ์ณค์Šต๋‹ˆ๋‹ค. ์‚ฌ์šฉ์ž์—๊ฒŒ ๊ถŒํ•œ ์ง‘ํ•ฉ ๋ผ์ด์„ ์Šค๋ฅผ ํ• ๋‹นํ•˜๋ ค๋ฉด ์ปค๋„ฅํ„ฐ ๋˜๋Š” ํ†ตํ•ฉ ์‚ฌ์šฉ์ž์—๊ฒŒ ๊ถŒํ•œ ์ง‘ํ•ฉ ๋ผ์ด์„ ์Šค๋ฅผ ํ• ๋‹นํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.

  1. Permission Sets(๊ถŒํ•œ ์ง‘ํ•ฉ) ํŽ˜์ด์ง€์—์„œ Manage Assignments(ํ• ๋‹น ๊ด€๋ฆฌ)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.
  2. Manage Assignments(ํ• ๋‹น ๊ด€๋ฆฌ)๋ฅผ ํด๋ฆญํ•˜๊ณ  ์ปค๋„ฅํ„ฐ ๋˜๋Š” ํ†ตํ•ฉ ์‚ฌ์šฉ์ž์—๊ฒŒ ๊ถŒํ•œ ์ง‘ํ•ฉ์„ ํ• ๋‹นํ•ฉ๋‹ˆ๋‹ค.

๊ทธ๋Ÿฐ ๋‹ค์Œ, Einstein Analytics๋ฅผ ํ™œ์„ฑํ™”ํ•ฉ๋‹ˆ๋‹ค.

  1. Setup(์„ค์ •) ํŽ˜์ด์ง€์˜ Enable Einstein Analytics(Einstein Analytics ํ™œ์„ฑํ™”) ๋‹จ๊ณ„์—์„œ Open Einstein Analytics Setup(Einstein Analytics ์„ค์ • ์—ด๊ธฐ)์„ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.
  2. Enable Einstein Analytics(Einstein Analytics ํ™œ์„ฑํ™”)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.

๋ถ„์„ ํ…œํ”Œ๋ฆฟ ๋ฐ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™”๋„ ํ™œ์„ฑํ™”ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.

  1. Setup(์„ค์ •) ๋งˆ๋ฒ•์‚ฌ ํŽ˜์ด์ง€์—์„œ Open Analytics Settings(Analytics ์„ค์ • ์—ด๊ธฐ)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.
  2. Enable Data Sync and Connections(๋ฐ์ดํ„ฐ ๋™๊ธฐํ™” ๋ฐ ์—ฐ๊ฒฐ ํ™œ์„ฑํ™”)๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  3. Save(์ €์žฅ)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.

๋ฐ์ดํ„ฐ ๋™๊ธฐํ™”๊ฐ€ ์ •๊ธฐ์ ์œผ๋กœ ์‹คํ–‰๋˜๋„๋ก ์˜ˆ์•ฝํ•˜๋Š” ๊ฒƒ์ด ์ข‹์Šต๋‹ˆ๋‹ค. Leung์€ ๊ฐ ์—ฐ๊ฒฐ์— ๋Œ€ํ•œ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™”๋ฅผ ์˜ˆ์•ฝํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค. ๊ทธ๋Ÿฌ๋ฉด ๊ฐ ๊ฐœ๋ณ„ ๊ฐœ์ฒด๊ฐ€ ์•„๋‹ˆ๋ผ ์—ฐ๊ฒฐ ์•„๋ž˜์˜ ๋ชจ๋“  ๊ฐœ์ฒด๊ฐ€ ์ง€์ •๋œ ์‹œ๊ฐ„์— ๋™๊ธฐํ™”๋ฉ๋‹ˆ๋‹ค. ์ตœ์ƒ์˜ ๊ฒฐ๊ณผ๋ฅผ ์œ„ํ•ด CRM Analytics Studio์—์„œ ๋ฏธ๋ž˜์˜ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™” ์ž‘์—…์„ ์˜ˆ์•ฝํ•ฉ๋‹ˆ๋‹ค. ์–ด๋–ป๊ฒŒ ํ•˜๋Š”์ง€ ํ•œ ๋ฒˆ ์‚ดํŽด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.

  1. CRM Analytics์—์„œ Data Manager(๋ฐ์ดํ„ฐ ๊ด€๋ฆฌ์ž)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.
  2. Connect(์—ฐ๊ฒฐ) ํƒญ์„ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค. ์ด ํƒญ์—๋Š” ๋™๊ธฐํ™”๊ฐ€ ํ™œ์„ฑํ™”๋œ ๊ฐœ์ฒด ๋ชฉ๋ก์ด ์—ฐ๊ฒฐ๋ณ„๋กœ ๊ทธ๋ฃนํ™”๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค. ์–ด๋– ํ•œ ์ด์œ ๋กœ Connect(์—ฐ๊ฒฐ) ํƒญ์ด ๋ณด์ด์ง€ ์•Š๋Š” ๊ฒฝ์šฐ ์กฐ์ง์—์„œ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™”๋ฅผ ํ™œ์„ฑํ™”ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค. ์ž์„ธํ•œ ๋‚ด์šฉ์€ ๋ฆฌ์†Œ์Šค ์„น์…˜์—์„œ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™” ๋ฐ ์—ฐ๊ฒฐ ํ™œ์„ฑํ™”๋ฅผ ์ฐธ์กฐํ•˜์„ธ์š”.
  3. ์˜ˆ์•ฝํ•  ์—ฐ๊ฒฐ ์˜†์— ์žˆ๋Š” ์ž‘์—… ๋ฒ„ํŠผ์„ ํด๋ฆญํ•˜๊ณ  Schedule(์˜ˆ์•ฝ)์„ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  4. ๋ ˆ์‹œํ”ผ๋ฅผ ์‹คํ–‰ํ•  ์‹œ๊ฐ„์„ ๋ถ„, ์‹œ๊ฐ„, ์ฃผ ๋˜๋Š” ์›” ๋‹จ์œ„๋กœ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค. CRM Analytics๋Š” ์ผ์ •์„ ์„ค์ •ํ•œ ์‚ฌ์šฉ์ž์˜ ์‹œ๊ฐ„๋Œ€์— ๋”ฐ๋ผ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™”๋ฅผ ์ˆ˜ํ–‰ํ•ฉ๋‹ˆ๋‹ค.
  5. ๋ถ„ ๋˜๋Š” ์‹œ๊ฐ„ ๋‹จ์œ„๋กœ ๋ ˆ์‹œํ”ผ๊ฐ€ ์‹คํ–‰๋˜๋„๋ก ์˜ˆ์•ฝํ•˜๋ ค๋ฉด Stop queuing at a specific time(ํŠน์ • ์‹œ๊ฐ„์— ๋Œ€๊ธฐ์—ด ์ค‘์ง€)์„ ์„ ํƒํ•˜์—ฌ ๋น„์—…๋ฌด ์‹œ๊ฐ„ ๋™์•ˆ ๋ ˆ์‹œํ”ผ ์‹คํ–‰์„ ์ค‘์ง€ํ•ฉ๋‹ˆ๋‹ค.
  6. Save(์ €์žฅ)๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.
Note

B2B Marketing Analytics๋ฅผ ์‚ฌ์šฉํ•˜๋ ค๋ฉด ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™” ๋ฐ ์—ฐ๊ฒฐ์„ ํ™œ์„ฑํ™”ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค. ์ด๋ฏธ CRM Analytics๋ฅผ ์‚ฌ์šฉ ์ค‘์ด๊ฑฐ๋‚˜ B2B Marketing Analytics ์•ฑ ๋Œ€์‹œ๋ณด๋“œ(์„ ํƒ ์‚ฌํ•ญ)๋ฅผ ์‚ฌ์šฉํ•  ๊ณ„ํš์ธ ๊ฒฝ์šฐ Salesforce ๋„์›€๋ง์—์„œ ๋ฐ์ดํ„ฐ ๋™๊ธฐํ™” ๋ฐ ์—ฐ๊ฒฐ์„ ํ™œ์„ฑํ™”ํ•˜๋ฉด ์–ด๋–ป๊ฒŒ ๋˜๋Š”์ง€ ์ดํ•ดํ•˜๊ธฐ๋ฅผ ์ฐธ์กฐํ•˜์„ธ์š”.

ํ•ด๋ƒˆ์Šต๋‹ˆ๋‹ค! ๋“œ๋””์–ด B2B Marketing Analytics ์•ฑ์„ ์ƒ์„ฑํ•  ๋•Œ๊ฐ€ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค. Leung๊ณผ ๊ทธ๋…€์˜ ์ปจ์„คํ„ดํŠธ๋“ค์€ CRM Analytics Studio ์•ˆ์—์„œ ์ด ์ž‘์—…์„ ์ˆ˜ํ–‰ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์ƒˆ๋กœ์šด ์•ฑ ๋Œ€์‹œ๋ณด๋“œ๋ฅผ ์ƒ์„ฑํ•ฉ๋‹ˆ๋‹ค.

  1. Salesforce์—์„œ ์•ฑ ์‹œ์ž‘ ๊ด€๋ฆฌ์ž๋ฅผ ์—ด๊ณ  CRM Analytics Studio๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  2. Create(๋งŒ๋“ค๊ธฐ)๋ฅผ ํด๋ฆญํ•œ ๋‹ค์Œ App(์•ฑ)์„ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  3. Start from Template(ํ…œํ”Œ๋ฆฟ์—์„œ ์‹œ์ž‘)์„ ํด๋ฆญํ•œ ๋‹ค์Œ B2B Marketing Analytics๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  4. ์„ค์ • ๊ณผ์ • ๋‚ด๋‚ด ํ”„๋กฌํ”„ํŠธ๋ฅผ ๋”ฐ๋ฅด๊ณ  ์„ ํƒ์  ๋Œ€์‹œ๋ณด๋“œ ๋˜๋Š” ๋ฐ์ดํ„ฐ ์ง‘ํ•ฉ์„ ํ™œ์„ฑํ™”ํ• ์ง€ ์—ฌ๋ถ€๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.
  5. Done(์™„๋ฃŒ)์„ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.

Leung์€ ์–ธ์ œ๋“ ์ง€ ์•ฑ ๊ตฌ์„ฑ์„ ๋ณ€๊ฒฝํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. ์ด ํ”„๋กœ์„ธ์Šค๋Š” ํ˜„์žฌ ๊ตฌ์„ฑ์„ ๋ฎ์–ด์“ฐ๋ฏ€๋กœ ๋จผ์ € ์ด ์ฃผ์˜ ์‚ฌํ•ญ์„ ๊ฒ€ํ† ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค. ๋ชจ๋“  ์„ค์ •์ด ๋งˆ์Œ์— ๋“ค๋ฉด ๋„๊ตฌ ๋ชจ์Œ์—์„œ Reconfigure app(์•ฑ ์žฌ๊ตฌ์„ฑ) ๋งํฌ๋ฅผ ํด๋ฆญํ•ฉ๋‹ˆ๋‹ค.

Reconfigure app(์•ฑ ์žฌ๊ตฌ์„ฑ)์ด ํ•˜์ด๋ผ์ดํŠธ๋œ Einstein Analytics ๋„๊ตฌ ๋ชจ์Œ.

์ด์ œ ๋‹ค ๋์Šต๋‹ˆ๋‹ค! ๋ฐ์ดํ„ฐ๊ฐ€ ์•ฑ์œผ๋กœ ์ด๋™ํ•˜๊ธฐ ์‹œ์ž‘ํ•˜๊ณ , Leung์€ ๋ฐ์ดํ„ฐ ๋ถ„์„ ๋ฐ ๋ณด๊ณ ๋ฅผ ์ฆ‰์‹œ ์‹œ์ž‘ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

๋ฆฌ์†Œ์Šค

Salesforce ๋„์›€๋ง์—์„œ Trailhead ํ”ผ๋“œ๋ฐฑ์„ ๊ณต์œ ํ•˜์„ธ์š”.

Trailhead์— ๊ด€ํ•œ ์—ฌ๋Ÿฌ๋ถ„์˜ ์˜๊ฒฌ์— ๊ท€ ๊ธฐ์šธ์ด๊ฒ ์Šต๋‹ˆ๋‹ค. ์ด์ œ Salesforce ๋„์›€๋ง ์‚ฌ์ดํŠธ์—์„œ ์–ธ์ œ๋“ ์ง€ ์ƒˆ๋กœ์šด ํ”ผ๋“œ๋ฐฑ ์–‘์‹์„ ์ž‘์„ฑํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์ž์„ธํžˆ ์•Œ์•„๋ณด๊ธฐ ์˜๊ฒฌ ๊ณต์œ ํ•˜๊ธฐ