Exploring the New ‘Prospect and Activity’ Dataset for B2B Marketing Analytics

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As part of the Winter ‘20 release, a new dataset called ‘Prospect and Activity’ has been added to B2B Marketing Analytics (B2BMA), which includes three years of engagement history information, and data from default and custom prospect fields. B2BMA allows us to join Salesforce and Pardot data to magically visualise it in dashboards, but there were limitations in how we could join the data together, and what fields were available. Now with this supercharged dataset that features prospect demographic data and engagement activity together, we’ll be able to drill down even deeper into our prospect data.

I’ve been exploring what’s possible using the new dataset in B2BMA, and will show you a real-world example: reporting on content conversions. There’s some setup and things you need to know before you get to that point, which I have included as the first part of this post.

Do you have access?

Before we drill down into enabling and exploring this new dataset, we want to point out that this dataset is available for both Lightning Experience and Salesforce Classic users, it is included in Pardot Plus and Advanced editions. If you have the Pardot Pro or Ultimate edition and have purchased the B2B Marketing Analytics add-on, then you too will be able to access this new dataset.

If you have one of the editions mentioned above but you don’t have access, check with your Salesforce Administrator, you may need one of the following permissions: Use Analytics Templated Apps, Manage Analytics Templated Apps, or B2B Marketing Analytics. You’ll also need to have enabled Engagement History prior to activating this dataset.

Enabling the Prospect and Activity Dataset

Now that we’ve got that out of the way, let’s locate and enable the new dataset.

If you are new to the B2B Marketing Analytics app: during the setup, you’ll be prompted to enable optional features during the setup. Just make sure you check the box, “Include the Prospect and Activity dataset?” and you’ll be good to go!

For existing B2B Marketing Analytics accounts: make sure you have the permissions mentioned above. Then log into your Salesforce org and navigate to setup. Search for ‘B2B Marketing Analytics’ (you’ll find it under the Pardot section).

Click the enable dataset button. Salesforce will caution you that if you want to disable the dataset in the future, you’ll need to contact Salesforce support.

Next, navigate to your B2B Marketing Analytics apps in Analytics Studio to configure your lenses and dashboards with your new dataset.

Activate the Dataset: Using an Existing App

In order to locate the dataset, you’ll need to either reconfigure the existing App, or create a new one. To add it to an existing app, open the app, then click the reconfigure app link on the top.

If you receive an error, such as “In the ‘sfdcDigest_Event_EWCUA’ node, the ‘Type’ field doesn’t exist, is deprecated, or isn’t accessible to the Integration User.” Refer to this knowledge base article on troubleshooting.

You’ll get a warning that cautions you when you reconfigure an app, it will overwrite any customizations you made to the following:

  • Data security
  • Dashboard colors and labels
  • Actions

It will only delete assets that are part of the B2B Marketing Analytics Legacy app.

To migrate customizations, move dashboards, datasets, and saved lenses into My Shared App or My Private App. Next, upgrade the app and edit the existing queries to reference the new dataset IDs. Confirm that important assets and customizations are available in the new app. If you’re unsure about reconfiguring the app and deleting customizations or you get an error, you can always create a new app, and call it B2B Marketing Analytics Version 2.0.

Once the App installation is complete, when you navigate to the dataset section, you’ll see the prospect and activity dataset. Now, let’s create a lens and explore this dataset.

Activate the Dataset: Create a New App

When you’re on the home screen, click the create button on the top right, then select App.

Step 1: Click “Create App from Template”.

Step 2: Click “B2B MarketingAnalytics”, then continue. Click continue again.

Step 3: Follow the steps to configure your new App. Make sure you check the “Include Prospect and Activity dataset in step 2 of 3.

Exploring the Dataset

Once your Prospect and Activity dataset is ready for use, you can start visualizing your data through a lens. As a reminder, you can open up the dataset, then select explore, and you’ll immediately be able to visualize your data. The prospect and activity dataset includes a variety of demographic fields ready for use. For a full list of fields, refer to this knowledge base article.

Real-World Example: Reporting on Content Conversions

This new dataset really allows marketers to take a look at their leads and customers in a way they never have never been able to before with B2BMA. For instance, how many marketers are concerned or monitoring their Pardot asset’s success? What is working, what content is converting leads, what is the most popular content, forms, and custom redirects?

Previously in Pardot, you could use the report table and see the number of unique views for each file, form, or whatever asset you were reviewing. Well, good news, you can now use B2BMA to not only show you in real-time your content engagement, but you can also add filters to categorize your assets.

If you’re a long-time user of Pardot, chances are you’ve got an arsenal of landing pages, forms, custom redirects, and files. Now you can create a report on Pardot assets based on some sort of criteria. Let’s walk through this example.

Step 1: Start by creating a lens, as a refresher, go to the dataset, then click explore.

Step 2: Let’s start by selecting the stacked chart.

Feel free to play around with each chart to get familiar with each option. But don’t overthink it, if a bar chart works each time, then use the bar chart. Think about your audience and what is going to be the best way to deliver the information so it is easily digested and understood.

Step 3: Go ahead and select “Count of Rows” as your bar length.

Step 4: Under bars, select “Asset Name”, then add “asset type”, then add “Activity”. So your lens setup should look like this:

Now you should have a lens that looks like the below. You’ll notice the data is segmented by the action, so on the far left, you’ll see the engagement type, activity, open, view, and any other types would appear here. Then the content that is blurred out would be the content name, then you can see the content type, and finally, you have the number of people who have engaged.

This lens is a great way to see how people are engaging with your content and Pardot assets. As we said before, if you’re a long time Pardot user, chances are you have a lot of content and would want to filter this information to deliver more specific data to different groups.

Applying Filters

Depending on how you organize your assets, you can use a filter to drill down into a specific set of data and results.

Option 1: Filter based on a naming convention

If you use a specific naming convention that includes the activity type, such as a webinar, you can filter by the name. Just use the logic “Name contains webinar” this will provide you data based on all the assets in Pardot that contain the name “webinar”.

    1. Navigate to filters.
    2. Then add a field, select “Asset Name”.
    3. Use criteria “contains”, and enter your query.

Option 2: Filter based on Tags

If you tag your assets based on a vertical, or a marketing campaign type, or any other metric, use the same instructions as above and filter out the data based on the tag type. This will give you more detailed reporting based on a specific subset of data.

Option 3: Filter based on Source Campaign

If you aren’t using a naming convention or tags, you can revert to using the source campaign. If you’re using an organized campaign naming convention or have a few campaigns that contain the information you are after, you can filter by the campaign name, follow the same steps as above but select the field “Activity Campaign Name” and use the criteria of contains, and enter the name. If you are looking to see the data based on a handful of campaigns, you can always choose “Equals” and check off more than one campaign.

Add to a Dashboard (with Filters)

Let’s take this one step further, and really harness the power of this new dataset, let’s start building a dashboard and adding some demographic filters. If you need assistance on building a dashboard you can refer to a previous post that walks you through how to create a dashboard.

Step 1: When you’re on the lens, use the scissors button on the top right, to copy the lens. Then name the lens as it will appear as an option on the dashboard.

Step 2: Navigate to your dashboard, and drag your new lens to the dashboard.

Step 3: Now you’ll want to add some filters to your dashboard, so you can segment the data based on demographics. On the left hand side of the dashboard, drag over the icon for filter. It looks like this:

Step 4: Once you’ve placed the filter on the dashboard, click on the filter > then select the “prospect and activity dataset” then select your criteria. In the sample provided below we’ve selected a few pieces of sample data. The prospect and activity dataset will allow you to choose from a variety of data points, you can see the full list here.

To summarize, we have created a lens that shows the successful submissions for Pardot forms and landing pages. Then we placed that lens into a dashboard and added filters that allow us to see successful conversions based on demographics. Within a filter you can use selection criteria such as equals, contains, does not equal to create robust filters. So if you are curious to see how many conversions you are receiving from a few different industries, you can now use your filter to say “industry contains” and select your industries. That would show you the industries related to the form completions. Likewise, you could use number of employees, or company revenue to get insight into what content resonates with different types of companies based on demographics.

Summary & Recommendations

As if there wasn’t a ton of information and tools available already, we now have this great new dataset that allows us to really dive into our Pardot prospect data. The example above is just one of many ways that we can leverage this new data. You could also create dashboards that show a breakdown of your prospect database based on demographics such as revenue, company size, and etc. There are so many ways we can now use this information. Of course, we have to have good data, good processes, and consistency to be able to output good reports.

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!

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