Tableau and CRM analytics are powerful tools that can help organizations gain insights into customer behavior, trends, and performance. This ultimate guide will provide everything you need to know to optimize their use, including expert advice and case studies.
Understand Your Data Sources and Goals
Before using Tableau and analytics for your project, it’s important to understand the data sources and goals. Identifying different data sources allows you to bring in a real-world context and more meaningful insights. Defining clear goals helps ensure that your project delivers results that are relevant to the business objectives. When setting up your project, test various scenarios to get a better understanding of how changes in individual inputs may influence outcomes.
Identify the CRM Analytics You’re Trying to Track
When it comes to analytics, you need to know exactly what you’re trying to track. This includes understanding the different types of data that will inform your insights, such as customer segmentation, customer lifetime value, churn rates, and more. It’s important to be clear about which elements are most relevant for the project – and group these together in Tableau columns or dashboards. When creating a dashboard or report in Tableau, don’t forget to consider the purpose of each chart – i.e., whether it’s meant to monitor existing performance or explore potential opportunities.
Utilize Proper Visualization Types for CRM Analytics
In order to most effectively visualize the data from your analytics program, it’s important to choose the right visualization type. For example, if you are looking to compare two sets of data Side Side Bars or a Line Chart can be used. If you are trying to uncover correlations and trends in your customer data, pairwise comparison plots, bubble charts, or pie charts could also be helpful. Picking the right chart for each dashboard or report is key for quickly displaying insights and making faster decisions about customer targeting and segmentation.
Segment Your Data for More Detailed Analyses
Customer segmentation is one of the most powerful foundations for any successful analytics strategy. By understanding customer personas, you’ll be able to better target customers in new and more creative ways. Segmenting data into actionable customer buckets allows you to take on a more targeted and proactive approach toward customer engagement. With Tableau, this can be done quickly and easily without having to write complex SQL statements or use other heavy-duty programming tools.
Monitor Trends Over Time With Web Connectors & Other Features
Tableau gives you the power to monitor trends in customer data over time, which is essential in analytics. You can do this by combining web connectors with other features like custom geocoding and clustering. With web connectors, you can link your data sources to external sources of data like Google Trends, giving you an even deeper understanding of how customers are responding to your marketing efforts over long periods of time. Clustering and geocoding give you another opportunity to look at trends on a macro level and track customer behavior in different geographic locations or demographic cohorts.
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Image Source: Tableau
Digital Marketing Manager at Cloudvandana Solutions