Our marketing automation and CRM solutions are limited in terms of reporting, especially for marketing dashboards.
When it comes to annual reports, you need a Business Intelligence solution to produce advanced reports.
Let’s find out how easy it is to get started and make your first marketing dashboard.
Global architecture of the Business Intelligence environment to create a marketing dashboard
The simplest solution in terms of Business Intelligence would be to plug a reporting tool directly into Marketo, for example.
This wouldn’t be very relevant in terms of performance, as Marketo doesn’t have APIs for rapid export.
On the other hand, Marketo deletes part of the behavioral data after 90 days and 25 months, so the marketing dashboard would not be complete.
A Data Warehouse needs to be inserted between Marketo and the reporting solution to benefit from :
A Marketo backup
A complete history of Marketo behavioral data
High performance for real-time reporting
The different bricks for building a marketing dashboard
Tableau Software
This is a reporting solution belonging to the Salesforce galaxy, among the best on the market.
It will enable you to build any report you want from source data saved in the data warehouse.
Competitors include Clickview, PowerBI (Microsoft) and Looker.
This is the solution in which we’ll build the marketing dashboard.
The Snowflake data warehouse
We chose snowflake at Merlin/Leonard for our Data Warehouse. It’s a French solution that guarantees data hosted in Europe.
It’s a Cloud solution with a pay-per-use model and storage volume. It can be set up extremely quickly.
The Data Warehouse will contain the data on which Tableau Software will be able to work. It guarantees high export speeds.
ETL Fivetran
ETL stands for Extract – Transform and Load. It’s a solution that will connect to different sources like Marketo or Salesforce, and connect on the other side to databases like Snowflake.
The quality of an ETL depends on the number of sources to which it can connect natively, and the number of databases it can feed without development.
We chose Fivetran at Merlin/Leonard because it connects natively to Marketo and natively to Salesforce.
Creation of the marketing dashboard in Tableau Software
Vincent is a Marketing Automation consultant at Merlin/Leonard and a certified Marketo expert. He helps his clients set up their marketing campaigns and accompanies them on their Marketing Automation projects. He is Merlin/Leonard's main trainer.
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