What is B2B Marketing Analytics? What I’ve Learned So Far!

Recently at the London Pardot User Group, I gave a talk: “Getting Started with B2B Marketing Analytics: What I’ve Learned So Far”. This was my way of holding myself accountable to explore the B2B Marketing Analytics (B2B MA) app, part of the Einstein Analytics platform.

I had wanted to get my hands on B2B MA since Pardot heavily promoted the technology as part of their packaging and pricing changes back in Summer ’18. B2B MA went from being an add-on to a new standard for Pardot customers*, making a statement on democratising analytics, and a leap forward from Pardot’s WYSIWG reporting.

Many Pardot customers have B2B Marketing Analytics included in their plan, but don’t use it. This may be part awareness (don’t know it’s included), part hesitancy (don’t feel skill-set is up to scratch), or part budget (don’t see the potential value add).

So, what did I learn about B2B MA thus far? The talk covered 6 points that I will share in this post, only after an overview of what B2B MA is.

*As we will see shortly, this is only for new customers. It is still an add-on for existing customers.

What is B2B Marketing Analytics? Explained in 100 words.

The one-line pitch for B2B Marketing Analytics is: “the Einstein Analytics app built for the B2B marketer”. Basically, your Pardot data (such as email engagement, visitor data), is packaged up and sent off into Einstein Analytics platform.

On the Einstein Analytics platform, you can display this data in different charts and graphs, with the ability to ’slice and dice’ (filter etc.) data as you wish. You can bring in other Salesforce data, such as products, and finally see all reporting in one view.

The diagram below shows Pardot data being passed to Salesforce via the Salesforce Connector for Pardot, then to Einstein Analytics through ‘dataflows’ (which I revisit later).

#1: Check your Pardot Edition

Before going around in circles trying to pick apart the setup guides, check which edition of Pardot you currently have! I cannot emphasise this enough, it would have saved myself and Pardot Support hours of time trying to figure out why the correct Analytics Permission Set License wasn’t present in Salesforce.

Pardot Pro (old package) is not the same as Pardot Plus (the new package):

  • Pardot Pro: B2B MA is an add-on
  • Pardot Plus: B2B MA included

Same applies to the top-tier package, now called ‘Advanced’ (previously Ultimate).

 #2: Prerequisites

Before you can flick the switch to enable Analytics, there are prerequisites for your account.

  • Connected Campaigns
  • Campaign Influence
  • Permission sets
  • Additional Access to Integration User (may not be applicable for all, something I had to do)

How fast you can hit the ground running with B2B MA will depend on whether your account is prepped, how tidy it is, and your familiarity with certain features.

  • Connected Campaigns: how many you have? How disciplined in creating their Salesforce counterparts? Will you connected them in bulk, or one-by-one?
  • Campaign Influence: enabling is one thing small part of the picture!
  • Permission sets: have you worked with permission sets before?

#3: A Whole New Dictionary

I headed straight for the B2B MA Glossary when I saw there was a significant amount of new terminology to learn – enough fill a dictionary! Here are some key one I picked out:

Dataset: source data that’s been formatted & sent to Analytics Studio.
Lens: a view of a Dataset eg. Account Opportunity value by Industry
Dashboard: collection of lenses, visualised as charts etc.
App: container for the above (similar to Salesforce ie. app as a collection of objects)

I created the diagram to visualise how these all fit together (left).

Read more in the Glossary.

 

#4: How Data Gets In (Dataflows)

I promised earlier that I would come back to dataflows. These are the channels that pass your data from Salesforce into Einstein Analytics; however, they are more than just a bridge. Dataflows also prepare your data to how you need it formatted (called transformation) before the data reaches your analytics datasets.

With B2B MA, dataflows for the out-of-the-box dashboards come as part of the package. Once activated, out-of-the-box dataflows will run at their scheduled time, everyday.
Be aware though, that some datasets use Salesforce data (eg. ABM dataset). The ability to view certain data points will be decided by your Salesforce permissions.

#5: Dashboards

Once you’ve conquered setup, take a breather…thankfully, the 5 out-of-the-box dashboards are impressive!

 

What I also discovered, is that if and when you do want to build your own, you’re not on your own. Choose from dashboard templates, pre-made with widgets (ie. charts) in a nice layout – and amend with your own filters.

If you are confident to venture out, and start from scratch, the ‘Dashboard Designer’ blank canvas is still not intimidating, as it’s similar to the Salesforce Dashboard Builder.

 

#6: Not supported in Sandboxes

This may cause some raised eyebrows. How are you meant to test, without deploying to users?

Create a private app to trial and test. You can think of an App as a folder you control visibility over. Then, share the app with users when you’re confident to deploy!

Summary: Take it with a Pinch of Salt!

The information in this post has been collated over the past few months,with an especially during January 2019 (New Year’s Resolution!). This information may change with the Spring ’19 release, Generally Available on February 11th 2019. There’s mention of a guided setup for Analytics, which should solve some of the frustrations I touched on in this post.

Nevertheless, I’m positive about the potential that B2B Marketing Analytics has in store for Pardot users. Look out for follow-up posts coming your way in the next few months that will begin to demystify the elusive analytics platform.