welcome [tc18.tableau.com] · marketing automation tenets ... “do everything by hand until it is...
TRANSCRIPT
Welcome
Choosing the right ingredients
How to combine ingredients
Tools to automate baking
Choosing the right data
How to combine data
Tools to automate data
Marketing @ Tableau
Connecting disparate marketing data to build insights
Katie Vaudt
Marketing Automation Programs
Tableau Software
#TC18
Robert Bloom
Scrum Master
Tableau Software
Connecting DataGetting Started
Best PracticesAutomating Workflows
We drink our own champagne
Marketing Operations TechOps
LIAM
We also eat our own dog food
● ALPO
○ Microsoft SQL Server
○ Tableau Online
○ Tableau Server
Opal
Getting StartedDefine your data, flows, and
processes
Where your data is flowing
to, from and through?
What type of data
are you looking at?
How often do you sync your data?
Some of our date fields
LeadContact DatesCreate DateMQL DateRemarket DateQualifying DateQualified Date
Opportunity DatesOpportunity Create Date
Opportunity Contract End Date
Account DatesCustomer DateRenewal Date
Campaign Dates:Launch Date
Campaign Member First Associated Date
Campaign Member Last Associated Date
Activity Date:Trial Date / Exp Date
Start Date / End Date
Activity-based data anchored on dates
Activity-based data anchored on dates
Activity-based data anchored on dates
Data is a representationof something that
happened
Salesforce is oursingle source of truth
Centralize to normalize
Connecting DataJoins, unions, dashboard starters and
more
Joins vs Unions
Example of a Union:
Leads & Contacts
Example of a Join:
Contacts and Accounts
INNER
Only Contacts that are associated
with an Account
LEFT
All Contacts, bringing in Account information
FULL OUTER
All Contacts,All Accounts
RIGHT
All Accounts, bringing in Contact information
Types of Joins
Maybe you’re a beginning baker and this too much for you...
Use Dashboard Starters
Oracle Eloqua
Marketo
Salesforce
Automating WorkflowsWorking smarter not harder
Connecting and automating marketing data
Native Integrations Custom ETLsThird Party
Orchestration tools
If you’re going to bake professionally get a stand mixer
LIST
IMPORT
AUTOMATION
MACHINE
LIAM
Event
Tradeshow
List Purchase
Other
Best PracticesWhat you need to know to make your own
complex dishes with lots of ingredients
Best Practices: Connecting Data
Know your unique IDsFigure out what IDs you need to join on beforehand
Determine the grain of the data sourceWhat’s the right level of detail to do your analysis at?
Start with an inner joinIsolate what information you want and only pull that in
Best Practices: Improving Data
StandardizationSometimes process can improve data
Required fieldsHaving the same fields required improves quality
Data normalizationHaving a single source of truth reduces confusion
Best Practices: Alignment
Sales ops is your friendMarketing exists to make sales easier
Know what’s happening in the other systemYou’re not in a silo
Make sure the right things happen in the right placesMAP is not equal to CRM
Marketing Automation Tenets
Centralize your data flowsBut don’t forget that decentralization can promote innovation
Automate strategically “Do everything by hand until it is painful”
Always consider scalability Plan for the future today!
Connecting DataJoins, unions, dashboard starters and more
Getting StartedDefine your data, flows, and
processes
Best PracticesWhat you need to know to make your own
complex dishes with lots of ingredients
Automating WorkflowsWorking smarter not harder
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