Get Started with B2B Marketing Analytics

Learning Objectives

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

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

Introduction: How Does Analytics Fit with Pardot?

B2B Marketing Analytics is an Einstein Analytics app built for the B2B marketer. It contains Salesforce and Pardot data, populated through your existing Salesforce connector. It consolidates marketing and sales data in one place, providing customers with out-of-the-box, customizable dashboards to instantly view and report on metrics, share insights with teams, and take data-driven actions to maximize marketing and sales efforts. 

Analytics Tools

B2B Marketing Analytics offers the following three components, each uniquely suited to help you 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. You use the data from your datasets to build lenses. Lenses are a particular view into a dataset’s data. You then build dashboards from your 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 your company’s needs. 

Common B2B Marketing Analytics Terms

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. 

Dashboard: A curated set of charts, metrics, and tables based on the data in one or more lenses. 

Dataset: Contains a set of source data that is formatted and optimized for interactive exploration.

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.

Lens: A particular view into a dataset’s data. You use a lens to do exploratory analysis and visualization. Default lenses for B2B Marketing Analytics include: 

  • Pipeline Deals
  • Campaigns (Pardot Campaigns)
  • Marketing Sourced Pipeline (your marketing-sourced opportunities)
  • Lead Sources
  • Marketing Lifecycle Funnel

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. 

You can find a more exhaustive list of common analytics terms here

Now you know how Pardot and analytics go hand-in-hand to help you connect with your marketing and sales data in one place. This will help your company make informed, data-driven decisions. In the next unit, we’ll dive into setting up your new app.