Today’s business leaders are constantly seeking an advantage in our digital-first world, and the solution to their prayers may be closer than they think, they need to look no further than their data. Data-driven decision making helps organizations answer questions faster, improve customer experience, and gain a competitive advantage against the rest of the players in the market.
According to McKinsey, data-driven organizations are 23 times more likely to acquire customers compared to their competition and 9 times more likely to surpass them in customer loyalty. Each platform is generating droves of data. It is clear that in this highly-competitive world we live in, business leaders need better and faster ways to analyze the state of their business across revenue lifecycles and customer touchpoints, that’s where Tableau CRM comes to play.
What is Tableau CRM?
Tableau CRM, formerly known as Einstein Analytics, is a leading customer and business analytics platform powered by Salesforce. It combines dynamic, interactive data visualization with the power of machine learning to deliver insights and data-driven applications. It works with any data, from any data source, not just Salesforce, and it changes the way companies report on their data and answer critical questions. Tableau CRM allows you to explore and discover data in powerful ways.
Tableau CRM connects directly to your CRM data, automatically analyzing millions of rows of data and serving predictive analytics. You can explore data quickly to improve efficiency, discover trends, predict actions, and automate actions like updating records or sharing visualizations with your team.
Furthermore, it uses the same advanced security that you are used to when using other Salesforce products. This ensures industry-leading safety for your data.
What is the difference between Tableau and Tableau CRM?
While both Tableau and Tableau CRM are powerful reporting tools, they have noteworthy differences. One of the primary differences is that Tableau CRM is unique to Salesforce’s ecosystem and Tableau is a stand-alone platform that can exist on its own. Again, both tools are impactful, but depending on the use case one can be better than the other.
Tableau is a platform that works for businesses of all industries and sizes and it is ideal for enterprise use. It allows anyone to visualize and analyze their data from virtually anywhere! Tableau connects with a number of databases serving data that is accessible and presenting its users with data from various sources.
Tableau CRM provides insights within Salesforce that are actionable and AI-driven. It really improves your Sales Cloud or Service Cloud with insights to drive productivity and increase efficiency.
What is the difference between Salesforce Dashboards and Tableau CRM?
Salesforce already comes with comprehensive dashboard and reporting capabilities where you can easily see the state of your business. Salesforce Dashboards and Reports are a fantastic tool when your data doesn't change frequently or doesn't require enriching.
Tableau CRM goes one step further and takes businesses from a reactive to a proactive approach. Tableau CRM offers access to more diverse dashboarding templates, predictive analytics, lead scoring, and automatic recommendations, enabling you to make impactful data-driven decisions.
With Tableau CRM you can do some complex actions like:
Predict which open opportunities are most likely to close and visualise pipeline forecasting
Match specific products to customers based on existing information and behaviour
Determine retention patterns for current customers to understand what makes them stay
Understand future production and compare that against set goals or quota
Reasons to Use Tableau CRM
Here are some common reasons why you should implement Tableau CRM:
You should use Tableau CRM if you run a complex Salesforce Org. If your org has customizations and complexities that make comprehensive reporting in Salesforce difficult, you should upgrade.
Integration with Salesforce
Tableau CRM has a native integration into your normal Salesforce pages which enables end-users to consume analytics and insights as part of their everyday workflow. Similarly, Salesforce Lightning Web Components can now be embedded directly into your Tableau CRM dashboards and allow you to directly and securely interact with Salesforce using web standards.
Combining data from multiple Salesforce orgs
You need to combine data from multiple Salesforce environments in one analytics dashboard.
Complex object relationships
You want to report on data that is based upon complex object relationships that cannot be handled by custom report types.
Detailed business logic
Salesforce reports can’t satisfy your needs in terms of business logic, data requirements, and reporting.
Extensive dashboard filters
You want to show a variety of reports from different objects on a Salesforce dashboard, but you can serve the filters you would like to have in your reports.
Importing external data
You want to combine Salesforce native data with external data. There are some types of data or data sources you shouldn’t or can’t store in Salesforce. If you need to import particular data sets for reporting, you should use Tableau CRM.
Consolidating data from multiple sources
On average, marketers report using eight different channels to execute their marketing strategy, and an average of 21 marketing platforms to have a cross-channel overview of performance and business impact.
You want to give your users a comprehensive dashboard, embedded in a Salesforce record, that delivers insights into a variety of Salesforce objects.
3 Signs you should upgrade to Tableau CRM:
Exporting: Your reporting is too complex and you need to export Salesforce reports into a spreadsheet or a BI tool so you can aggregate and transform your data to create the desired dashboard.
Multiple platform: Your team has to log in and out of various platforms and tools to get the insights they need, instead of having everything in front of them in Salesforce.
Siloed off-platform reports: Your team has to create their own reports in spreadsheets and does not see Salesforce as the unique source of truth. This happens because they cannot get the insights they need with custom reports and dashboards.
Example Use Case:
A large accounting SAAS business was investing a tremendous amount of time and resources preparing and presenting data to its account managers so they could make an educated guess on what action would be most effective to carry out next.
The company’s data was siloed across multiple platforms and it was extremely difficult to collate all the data necessary onto a report. The metrics required to report on were more than 100. Due to its complexity, the report was updated once a month only and hence some of the data in there got outdated really quickly.
Micado addressed the company’s struggles using Tableau CRM and designed a 360 view of their customers and customer data within their existing environment. Tableau CRM allowed us to create an improved version of the original report, with smart filters, logic, and presented in an elegant way.
As the icing on the cake, the Micado team could now use the aggregated data for the C360 view to implement a sophisticated set of rules and automated tasks to interpret the reports and create custom recommendations to the account managers on what their next best action should be. The implementation of these recommendations or “smart alerts” resulted in improved employee efficiency and an increase in customer satisfaction.
Why should I invest in Tableau CRM?
Tableau CRM enables your team to work more efficiently and have access to customised insights using multiple source data. Companies were able to solve cases 22% faster with Tableau CRM.
It also allows you to maintain control of your data. With analytics from Salesforce, you can ensure that critical company data stays in your CRM system and isn’t exposed through substandard security.
Tableau CRM gives you a competitive advantage over other people in your industry. Studies show that companies that use intensive analytics tools are up to 186% more likely to outperform their competitors in sales growth.
Increase revenue. Investing in an advanced analytics tool like Tableau CRM will have a direct and immediate impact on your business, often resulting in increased sales and performance.