How does Salesforce Marketing Cloud analytics come together?
Build easily dashboards with Einstein Analytics platform
With Salesforce everything is pretty much measurable. Einstein Analytics is a smart analytics tools that will help you create powerful dashboards and reports from complex amounts of data. With its data manipulation and visualization capabilities, you will be able explore and drill down through the data quickly and easily. That will help you get better understanding of your customers’ preferences and create a seamless customer communication experience.
Salesforce Einstein Analytics collects all the data, both from internal Salesforce objects and from external enterprise sources. Let’s have a look at its architecture. The tool consists of four components; Apps, Dashboards, Lenses and Dataflow. An App is like a folder that can contains datasets, lenses and dashboards that you can share with others. You can also create private reports in “My private app”. In the Dashboard area you will find lists and filters, also referred to as widgets. One of the most useful tool inside dashboards is faceting. This is a way of linking the widgets and making them interact with each other. When widgets has been faceted, once you made a selection in one of them, the same filter will be applied to the other widgets. A Lens is a form of a report that sits behind a dashboard. Finally a Dataflow is a chain of connected nodes for data transformation to build datasets.
Let’s look into what is possible to explore and measure. If we focus on email marketing, different metrics will be pushed into the analytics tool. All the audience data, all the content information and all the interaction data. Once you have built your dashboards inside Einstein Analytics, you will be able to see beyond the key metrics like Open rate and Click rate. Furthermore you will see what content is the most engaging and for what audience. Moreover, you will be able to see what type of content performs best, for example if a video performs better than an image or a step-by-step guide. Additionally, you will be able to see what CTA buttons are most clickable and what time your readers are active. To sum up, this will give you many actionable insights and will help you in preparing your strategy for your communication.
If you don’t know where to start, just start with collecting the data. Also, try to use forms to gather more information about your audience. When you start building your dashboards, focus on rather few variables in the start. Ask yourself what is most important for you to measure. Finally, learn from your data and use the information to optimise your email communication.
Customer success story – RED
For RED, a fighter against AIDS in Africa, it is important being very transparent with their numbers and results for their audience. Through Einsteins Analytics, they are able to keep that open communication which is keeping the relations so strong between their partners and the brand.
Optimize your content for better results
Read more about how important it is to create personalized communication and what impact it has on your results.