Getting started with B2B Marketing Analytics can be overwhelming. As marketers, our success story is heavily reliant on the data. This series aims to demystify Salesforce’s Einstein Analytics for Marketers, taking you through how I get my clients up to speed, including creating datasets, lenses and dashboards and understanding how to leverage the data. Let’s help you get up to speed, so you can leverage B2B Marketing Analytics to tell your success story and take data-driven actions to maximize your sales and marketing efforts.
As we saw in Part 1, B2BMA comes with a solid foundation of datasets and dashboards out-of-the-box, providing you with an arsenal of powerful visualizations to help tell your story, day 1. But sometimes, we want to tell a bigger story. Perhaps, we’d want to expand on this information and bring in more data from Salesforce, Pardot, or even a third party. Or, you may have a team or an executive that is interested in seeing specific information. B2BMA allows you to leverage the out of the box datasets but also bring in additional data from Salesforce, Pardot, and third-party integrations through the data manager create more robust dashboards.
What is a dataset? Salesforce defines this as a collection of source data that the B2B Marketing Analytics app formats and optimizes for your interactive exploration.
Bring Data into B2BMA
There are 3 ways you can bring data into B2BMA.
- Create and upload a CSV file.
- Create a dataset from the Salesforce org.
- Connect to data in supported enterprise applications, data warehouses, and database services. This option may require additional permissions.
Helpful tips: Before you create your Salesforce Dataset make sure your data is clean and complete. Try to bring in only the data you need. Remember to use a clear naming convention so you’ll be able to identify the datasets.
How to Create a New Dataset
For this example, we’ll create a new Salesforce dataset for campaigns.
1. Navigate to Datasets.
Browse > All Items > Datasets.
2. Click Create > Dataset.
3. Click Salesforce Data for the default Salesforce dataflow.
4. Select Custom Object > Name your dataset > Add to default dataflow
5. Name your dataset, choose whether or not you’d like to add it to an existing dataflow or add to a new dataflow.
6. Select the Salesforce object you’d like to pull data from.
7. Select the + sign next to the Campaign object to add your fields. Select each field you’ll need for your dataset.
8. Once your done selecting your fields, click next.
9. Select the app for your dataset. Click create dataset if you’re ready to create. If you want to edit more fields, click edit dataflow.
Your dataset is now in the queue to be created, in order to check the progress you can go to the data monitor.
How to Join Datasets
You can group and combine data. You can import data into your instance and combine it with the out of the box data as well. You can combine the out of the box and custom datasets as well as choose only the fields you need.
For this example, we’ll use the newly created dataset for Salesforce campaigns and join it with the email template dataset. If you are looking for ROI on through the click-through-rate on a specific campaign this would be a great use case to merge these datasets. So, Email Template Dataset + Salesforce Campaign Dataset = CTR of the Campaign
How to join datasets.
1. Navigate to Setup > Data Manager > Dataflows & Recipes.
2. Click Create Recipes
3. Chose the base dataset.
a. For this example, I’ll select “Pardot Email Templates”.
4. Name your new recipe > Click Next.
5. Click the ad data icon. Chose the dataset you’d like to combine with the base dataset. Make sure there is a field in common to match the data.
a. For this example, I’ll select “Salesforce Campaigns”.
6. The Recipe builder will automatically suggest the field to match the datasets. Verify the field makes sense. An email address is a great example to use as a match.
7. Select the fields you need from your dataset > Then click “Done”.
8. Verify you have the form fields you need > Then click “Create Dataset”.
9. Chose the App location you want to save the dataset to.
10. Click continue
11. Do you want it to run periodically > Yes (it will run periodically and update the data when you tell it to.
When you go back to your datasets, you’ll see your new dataset available.
Thanks to B2BMA and its point-and-click interface, you’ve learned how to add data-sets in preparation for creating new visuals, as well as learned how to combine datasets. Without the use of clean and consistent data that feeds our visualizations, we wouldn’t be able to tell our story. So be sure that the data you are bringing in, is reliable, clean, and consistent.
B2BMA is included in specific packages if you don’t have it reach out to your account executive. For help in getting started, reach out to us here, for a complimentary consult, we’d love to help!