Everything Marketers Should Know About Salesforce’s Data And Analytics
As a marketer, you’re probably looking for every bit of data you can find. If you’re not looking for it, you’re overwhelmed by the sheer amount of data you have to sort through. Thankfully, Salesforce has a solution wrapped up neatly as an AI.
What first started as Waves Analytics has now been upgraded to Einstein Analytics that has been merged and renamed as Tableau. Thanks to Salesforce, you can now gather quality data from across the business and about consumers and create insightful analytics to refer to.
When it comes to data and analytics, nobody can do it better, but what exactly is it?
Read on to find out!
What Is Salesforce Analytics?
Salesforce Analytics is an AI-powered software called Einstein Analytics introduced in 2017. Like every other Salesforce product, Einstein Analytics is AI-focused and is meant to add additional insight into the health of a business.
It handles even the most complex data and big data to provide you all the data you need to gain the right understanding. The software allows you to collect data across your teams and business, even for services and clients not related to Salesforce.
How Does It Work?
Salesforce Analytics works on quality data. Much like every other software, Einstein Analytics works with quality data to create meaningful insights. It uses automation, machine learning, and natural language processing to create the most relevant analyses for your business.
Considering the demographic and behavioral data collected through the CRM, the Analytics then creates meaningful analyses and insightful data.
What’s Tableau?
Salesforce introduces new services and products every year. As of 2020, Salesforce acquired the well-known analytics platform Tableau. It’s a fast-growing feature used by multiple businesses to gather raw data and create legible, understandable graphs, charts, and more without any programming.
It’s a big deal that such a platform is now compatible and integrated with the Salesforce world. You can now use Tableau to go beyond what the average CRM offers. So, you can create interactive data visualizations to monitor the very best data insights.
A few other features, such as intelligent market monitors that work with Salesforce products, offer insight beyond the regular CRM experience.
Features
Continuously talking about the virtues of Salesforce Analytics isn’t enough. For the marketers out there, here is a list of features you’ll find in Salesforce Analytics.
No Data Scientists
Not every business has a data scientist waiting to be brought out. Einstein Discovery is the tool that emulates the data scientist and provides all the important information.
Through Einstein Discovery, any team can uncover necessary information and recommendations on the relevant data sources without the need for a data scientist. Much like a data scientist, the AI can tell you the performance of a few specific actions.
Salesforce Analytics creates clear data visualizations for you to gain clear insights regarding your business.
Custom AI Models
Einstein Prediction Builder helps you create custom AI models to create an accurate prediction on outcomes. While more relevant to the sales team, the AI models can develop some valuable predictions that catch a marketer’s eyes.
For example, this feature of Salesforce Analytics anticipates the client’s journey and therefore helps with forecasting.
Next Best Action
If there’s one guaranteed benefit of an AI system, it is the churning of complex data with ease to come up with the next best action. Einstein Next Best Action provides helpful suggestions regarding strategies, models, and automation processes for the smoothest workflow possible.
Other Features
If you’re looking for more than just what’s mentioned above, you can choose from features such as Einstein Language, Bots, and Vision. These features cater to natural language processing to make the best of AI services.
Benefits
While the features speak for themselves, there are some key benefits of Salesforce Analytics that are sometimes overlooked.
Client Experience
The key to any good sales and marketing process is a satisfied client. Since the AI in Salesforce Analytics helps you anticipate client expectations, there is no doubt that they’ll be walking away happy.
It can anticipate client expectations to that degree with the use of data-driven analytics. All the information is logged and easily available at the click of a button so you can meet every expectation your clients could have!
Sales Process
The data collected by Salesforces analytics isn’t just for show. You can use it to plan any sales that are going to happen. Einstein Analytics can map out client journeys and much more related to sales. With such invaluable data, there are bound to be invaluable insights.
With the machine learning capabilities of the AI, every insight it provides will only be useful to you and your team.
Team Management
With AI software like Salesforce’s analytics tool, your team has more resources at their fingertips. Easy access to valuable data and insights means much-improved productivity and effective use of time. Over time, there’ll be a great collaboration and more effective sales processes!
When Do You Use Salesforce Analytics?
If your business needs to elevate the sales process, then it’s time to use an AI like Einstein. While having a regular CRM can be invaluable on its own, the use of features like Einstein and Tableau provide better data and insights, leading to a more advanced sales process.
But how does it do this exactly?
As mentioned previously, Einstein works to anticipate the future. Whether it is regarding your next opportunity or what your clients might need in the future, Salesforce Analytics can tell you everything.
When you have accurate, valuable data at the tips of your fingers and available to your whole team, then you have the ultimate weapon. Whether it is the marketing team or PR team, every aspect of the business can be elevated.
However, for marketers specifically, the ability to match clients’ requirements, anticipate trends, and forecast other data is invaluable. So, when you feel like you need an extra boost, Salesforce Analytics is there to save the day.
Value of Salesforce Analytics
It comes down to one main point — Einstein Analytics makes your investment in CRM worth it with all its benefits and features. From analyzing complex data to creating useful charts to develop action plans later, Einstein Analytics takes your CRM to another level.
Your investment will be returned multifold with the help of one AI.
Endnotes
Data and analytics form the core of any marketing and sales team when it comes down to it. Whether you’re looking into a client’s journey or their purchase history, the sheer amount of data can be overwhelming.
With tools such as Salesforce’s Einstein Analytics, your average CRM can be weaponized to make use of the quality data gathered fully. Using the different features available on Einstein (now Tableau), you can get creative insights, action plans, and more like never before.
Before you know it, your whole marketing and sales process will be streamlined, smooth, and more effective than ever before!
