Build a data-driven culture with Tableau CRM - An introduction

March 14, 2022

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Raja Gopal Loya

Solutions Marketing - Salesforce

Organizations strive for a data-driven culture to succeed in today’s fast-moving business world. BI platforms go beyond business intelligence software, allowing users to see and interpret data in meaningful ways, predict customer actions, and drive their business to success.

Tableau CRM supports organizations’ BI strategies, making it easier to access and explore data. How?

  • It analyzes, imports, and cleans data
  • It provides interactive UI/UX features
  • It provides approved Excel integration

If you’re in need of a dynamic, mobile-friendly analytical tool, it’s time to switch to Tableau CRM. Customer management platforms only allow you to store and uncover data. However, by turning your data and market insights into action, Tableau CRM goes a long way in helping you meet your goals.

Salesforce Tableau CRM - An introduction

Salesforce Tableau CRM is an intuitive BI and data visualization platform that combines external data with Salesforce data. Previously known as Einstein Analytics, this platform has some of the most powerful data analysis capacities.

  • It is a mobile-friendly site with state-of-the-art trading and consumer analytics functionalities
  • The platform is known for supporting multiple formats and different sources
  • It has robust features supporting in-context data recovery and usage

How Salesforce enhanced the analytical power of their BI tool

Tableau gained popularity among its clients worldwide. The team at Salesforce identified its potential and obtained it to offer its consumers an improved experience.

Salesforce enhanced the analytical power of the tool by adding AI-enabled Einstein to it. This is how Tableau CRM came into existence in 2013. It helped the global firm render value-added services to its clients.

Setting up Tableau CRM

Here is a step-by-step guide on how to set up Tableau CRM.

  1. Tableau CRM presents two general permission sets
    • Einstein Analytics Plus User
    • Einstein Analytics Plus Admin
  2. Choose the one that suits your requirement and start the setup in the following manner:
  3. Setup → Analytics → Get started → Allow Einstein Analytics Tableau

  4. Once Einstein Analytics is permitted to run, it will generate two users
    • Security User: Tableau
    • Integration User: Tableau
  5. The newly generated users are allotted standard profiles
    • Analytics Cloud Security User
    • Analytics Cloud Integration User

    As per Salesforce’s recommendation, the above-mentioned profiles need to be cloned for tailored use.

  6. Allow the annotations on the dashboard following these steps
  7. Setup → Feed Tracking → Analytics Asset → Allow Feed Tracking → Save

  8. Apply the following steps to modify the analytics framework according to your requirements:
  9. Setup → Analytics → Settings

Difference between Tableau CRM and Tableau

Tableau CRM is a section of Tableau, which implies that you cannot use the term Tableau and Tableau CRM interchangeably.

When Salesforce rebranded the BI tool, it created confusion among users. You may wonder how Tableau CRM differs from Tableau. You’re not alone.

The following questions may come to your mind - How do these tools bond? Do they overlap?

Let us make it simple for you. There is no fundamental difference between Tableau and Tableau CRM. Moreover, both platforms are used by sales/marketing heads and other C-level executives. However, while Tableau focuses on shaping the data to generate appropriate visualizations, Tableau CRM concentrates on generating proper dashboards for data insights.

When should you choose Tableau CRM?

If you want a two-way integration for Salesforce that enables embedded dashboards, individual operations, and bulk operations, you should switch to Tableau CRM. It is best to use Tableau CRM if you have the following requirements

  • You quickly want to embed AI in the tool
  • You require in-depth insight into machine learning
  • More than 70% of your users are on Salesforce
  • If you want to add action analytics to Salesforce

When should you choose Tableau?

It is best to opt for Tableau if you have the following requirements

  • Consumers distributed between Salesforce and non-Salesforce
  • Exercise the option of on-premise architecture
  • You need remote, federated queries
  • You require more plasticity about how the BI platform suits your business needs and technology stack
  • You want clear boundaries of distinction between viewers and builders and lesser spend on people to explore your data insights

So, what to use in short?

  1. If 75% of your consumers use Salesforce Native, you may prefer Tableau CRM over Tableau.
  2. Are your consumers distributed between Salesforce and non-Salesforce? If yes, then go for Tableau.

Eventually, business results matter more than technology. You want to make decisions based on insights. Technology only serves as a means to that end.

Latest development and roadmap of Tableau CRM

Once you cover the background, it is time to look forward. As we keep innovating and expanding our collective features to move forward, we can continue retaining and building upon the functionalities of Einstein Analytics and Tableau.

The collective features of Tableau and Einstein Analytics allow you to do the following:

  • Furnish powerful analytics for everyone
  • Assist the marketing firms in collecting data

Continued investment in Einstein Analytics and BI tools

Salesforce continues to invest notably in the development of Einstein Analytics. Here are a few ways in which it helps global firms

  • Prep 3.0: It prepares for low-code data preparation tools
  • No-code or low-key dashboard build-up
  • Interaction editor
  • Stylish and state-of-the-art templates
  • Improved performance

After data interoperability and AI integration, it focuses on content marketing. It enables people to curate content once and use it everywhere. How does it work? It may work in the following ways

  1. Data aggregation, extraction, and transformation get performed in the Tableau prep. It merges Salesforce data with flat files.
  2. The resulting data set gets analyzed and visualized on the Tableau desktop. It gets shared with users across the MNC, irrespective of whether its consumers are Salesforce users.
  3. The piece of data is integrated into Einstein Discovery. It gets analyzed using machine learning while surfacing insights. It delivers predictions around sales and the probability of products being sold.
  4. The insights and discovery of Einstein Analytics get embedded into Salesforce bookkeeping and growth opportunities. They are actionable, thanks to an Einstein Insight panel and Analytics dashboard.
  5. The prediction derives the subsequent action deliverables using the BI tool. That is how a guided sales process is created for users.

What can we achieve using Tableau CRM?

Any context related to advanced analytics needs to include Artificial Intelligence.

  1. PWC reports claim that 67% of multinational firms believe AI integration allowed them to improve customer experience.
  2. McKinsey reports claim that AI adoption in sales and marketing allowed them to enhance business revenues.

Tableau CRM offers a single stack for both AI and analytics. It means that the IT department does not need to devote resources to coding and additional infrastructure—analysts can use the same data they prepared using Tableau CRM.

Tableau CRM powers AI recommendations and predictions. Studies have proved that people who had access to data insights in the pre-planning phase generated 5% more revenue than those who didn't.

What are the benefits of using Tableau Analytics?

Data visualization and analysis

Seamless integration between Salesforce and Tableau allows clients to leverage the powerful data visualization and reporting features of the Salesforce platform. It facilitates pattern tracking and helps you make the most out of the opportunities. It provides a detailed visual analysis of each phase. It enhances the decision-making ability of team members, from account management to pipeline coverage and more.

Out-of-the-box analytical skills

Tableau has an intuitive interface and easy-to-use analytical features that alleviate the pressure. Regardless of their technical knowledge, users can leverage the benefits of Einstein Analytics. User-friendly functionalities and intuitive features help your teammates make the most of the BI tool.

Enhanced productivity with Salesforce Analytics

Salesforce is all about time and resource-saving. Since you have reports from multiple departments on the same page, teammates can use the analytical skills of a diversified customer base. That is how Salesforce Analytics saves their time and resources. It enhances the manipulation and data exploration skills of your teammates.

Better decision-making

With 360-degree insights on data, business heads and marketing leaders can understand their strategy, prioritize leads, and increase ROI. Tableau CRM is capable of making a significant difference in your sales department. One can clearly understand which campaign to run and how to maximize benefits.

Wrapping up

There is no denying that Salesforce Analytics is a valuable tool for your firm, irrespective of its nature or size. If you want to make the most of Tableau CRM, consider hiring a Salesforce partner like Nous Infosystems. Nous offers implementation, integration, migration, testing, maintenance, and support services across the Salesforce ecosystem to help organizations transform the customer experience.

Nous has diverse, rich experience across industries in integrating the BI tool. Collaborate with Nous to implement Tableau CRM, align your organization, and gain actionable insights from your data.

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