Choosing the right ingredients. How to combine ingredients. Tools to automate baking

Transcription

1

2 Welcome

3 Choosing the right ingredients How to combine ingredients Tools to automate baking

4 Choosing the right data How to combine data Tools to automate data

5 #TC18 Tableau Connecting disparate marketing data to build insights Katie Vaudt Marketing Automation Programs Tableau Software Robert Bloom Scrum Master Tableau Software

6 Getting Started Connecting Data Automating Workflows Best Practices

7 We drink our own champagne LIAM Marketing Operations TechOps

8 We also eat our own dog food ALPO Microsoft SQL Server Tableau Online Tableau Server

9 Opal

10 Getting Started Define your data, flows, and processes

11 Where your data is flowing to, from and through?

12 What type of data are you looking at?

13 How often do you sync your data?

14 Some of our date fields LeadContact Dates Create Date MQL Date Remarket Date Qualifying Date Qualified Date Opportunity Dates Opportunity Create Date Opportunity Contract End Date Account Dates Customer Date Renewal Date Campaign Dates: Launch Date Campaign Member First Associated Date Campaign Member Last Associated Date Activity Date: Trial Date / Exp Date Start Date / End Date

15 Activity-based data anchored on dates

16 Activity-based data anchored on dates

17 Activity-based data anchored on dates

18 Data is a representation of something that happened

19 Salesforce is our single source of truth

20 Centralize to normalize

21 Connecting Data Joins, unions, dashboard starters and more

22 Joins vs Unions

23 Example of a Union: Leads & Contacts

24 Example of a Join: Contacts and Accounts

25 Types of Joins INNER LEFT FULL OUTER RIGHT Only Contacts that are associated with an Account All Contacts, bringing in Account information All Contacts, All Accounts All Accounts, bringing in Contact information

26 Maybe you re a beginning baker and this too much for you...

27 Use Dashboard Starters

28 Oracle Eloqua

29 Marketo

30 Salesforce

31 Automating Workflows Working smarter not harder

32 Connecting and automating marketing data Native Integrations Custom ETLs Third Party Orchestration tools

33 If you re going to bake professionally get a stand mixer

34 LIST IMPORT AUTOMATION MACHINE Event Tradeshow List Purchase Other LIAM

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41 Best Practices What you need to know to make your own complex dishes with lots of ingredients

42 Best Practices: Connecting Data Know your unique IDs Figure out what IDs you need to join on beforehand Determine the grain of the data source What s the right level of detail to do your analysis at? Start with an inner join Isolate what information you want and only pull that in

43 Best Practices: Improving Data Standardization Sometimes process can improve data Required fields Having the same fields required improves quality Data normalization Having a single source of truth reduces confusion

44 Best Practices: Alignment Sales ops is your friend Marketing exists to make sales easier Know what s happening in the other system You re not in a silo Make sure the right things happen in the right places MAP is not equal to CRM

45 Marketing Automation Tenets Centralize your data flows But don t forget that decentralization can promote innovation Automate strategically Do everything by hand until it is painful Always consider scalability Plan for the future today!

46 Getting Started Define your data, flows, and processes Connecting Data Joins, unions, dashboard starters and more Automating Workflows Working smarter not harder Best Practices What you need to know to make your own complex dishes with lots of ingredients

47 Please complete the session survey from the My Evaluations menu in your TC18 app

48 #TC18 Thank you!