How To Use Salesforce Marketing Cloud Email Studio Data In Tableau or Power Bi
Email is consistently ranked by marketers as the most effective channel to reach potential customers and engage existing ones. Salesforce Marketing Cloud Email Studio, formerly known as ExactTarget, is a leading platform to help improve the investments you make into email marketing efforts
A little-known secret is that Salesforce allows you to export all of your email performance data. This is perfect for agencies or brand teams facing the challenge of needing to understanding performance, especially when you want to use tools like Tableau or Power BI to see how email fits within your customer insights efforts.
A Treasure Trove Of Customer Performance Insights
Salesforce, Tableau or Power Bi are part of a winning data insights effort for email. Since companies send a myriad of email communications the data reflect different touchpoints in a customers life cycle with a brand. Each communication holds clues on the health of your marketing communication efforts. This email data provides the insights backbone to the customer relationship management software. Here are a few example communications;
- Welcome To Program, Service…
- Birthdays
- Shopping cart Abandonment
- Refer-a-friend
- Partners
- Campaigns
- Product Announcements
- Promotions/Special Offers
- Subscriptions (i.e., renewals, zero/low balance…)
- Transactional (Receipts, Confirmations, Password resets, Alerts…)
Answering basic questions like was an email opened, did it bounce, did someone convert, anyone unsubscribes, which segments are performing, did sales increase, did they click a link or mark it as SPAM … are a few of the insights that await. Over time new questions will arise and you’ll need to pull more metrics (on that later). If you are not tapping into performance data for these, you need to start doing so today!
What Salesforce Email Studio Data Can You Get?
Understanding performance means looking at all aspects of your email efforts beyond the “send”. Email Studio has a collection of data points that are part of your overarching email performance profile that you can use within Tableau and Power BI. Here are a few examples;
- Bounces
- Impressions
- Clicks
- Conversions
- Membership Changes
- Not Sent
- Opens
- Sent
- Spam Complaints
- Status Changes
- Unsubs
The data for each of these contains rich insights into digital marketing efforts within the Salesforce interactive marketing hub. This email data represents part of a puzzle that allows you the capacity to understand the influence on the customer journey. The better you can understand this journey the greater the opportunity to deepen customer experience and preference using data insights.
Getting Started With Tableau, Power BI and Salesforce Email Data
If you want a simple, easy to follow guide on how to get access to your Salesforce Email Studio data so you can use Tableau and Power BI for analysis and reporting, take a look at your handy guide:
If you are a Salesforce customer use Tableau or Power BI you really should be tapping into this data!
DWant to discuss how to leverage Salesforce data for your organization? Need a platform and team of experts to kickstart your data and analytic efforts? We can help! Getting traction adopting new technologies, especially if it means your team is working in different and unfamiliar ways, can be a roadblock for success. This is especially true in a self-service only world. If you want to discuss a proof-of-concept, pilot, project or any other effort, the Openbridge platform and team of data experts are ready to help.
Reach out to us at hello@openbridge.com. Prefer to talk to someone? Set up a call with our team of data experts.
Visit us at www.openbridge.com to learn how we are helping other companies with their data efforts.
