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Salesforce Data Cloud Customer Engagement

by Tableau

Description

The Tableau Accelerator for Salesforce Data Cloud Customer Engagement (previously known as Salesforce CDP Customer Engagement) is a comprehensive exploratory dashboard that provides marketing and sales teams with a holistic view of the level of engagement of customers across the five channels: Sales, Email, Messages (SMS), Website and Push Notifications. It enables them to select the best channels to interact with the customer, develop relevant messaging and create positive customer experiences to increase loyalty and retention.

This Tableau Accelerator allows you to:

  • Assess the level of engagement of customers across the five channels:
    • Direct Engagement (Sales)
    • Emails
    • Messages (SMS)
    • Website
    • Push Notifications
  • Select the best channels to interact with the customer
  • Develop relevant messaging
  • Create positive customer experiences to increase loyalty and retention

Getting Started Steps

  1. Ensure you have Tableau Desktop version 2022.3 or higher installed and that it is licensed.
  2. Ensure the Tableau has been provisioned access to pull data from Salesforce Data Cloud. There is great documentation on how to do this on CDP’s Help site.
  3. Download the Tableau Workbook using the Download button in the upper right portion of this page.
  4. Double-click to open the downloaded workbook. The workbook will have demo data when you first download it.
  5. Once you open the workbook, click on the Data Source tab in the lower-left corner of the Tableau dashboard.
  6. Authenticate into your Salesforce Data Cloud account. Follow the instructions and log in to Salesforce Data Cloud for Tableau to establish a connection.
  7. Note: we recommend users to execute the queries in “Extract” mode. Extract creation against your Salesforce Data Cloud data might take some time depending on the data volume in your Salesforce Data Cloud.
  8. The Accelerator comprises five dashboards. We built each on top of a separate data source. If, for example, you do not have push engagement data, you can delete the dashboard page Push Notifications. This will not affect the other dashboards.
  9. The Accelerator shows data from the following Salesforce Data Cloud standard objects.
  • Message Engagement (sms) :
  1. Object "Message Engagement"→ Object API Name "ssot__MessageEngagement__dlm"
  2. Object "Individual Identity Link"→ Object API Name "IndividualIdentityLink__dlm"
  3. Object "Unified Individual"→ Object API Name "UnifiedIndividual__dlm"
  • Push Notifications:
  1. Object "Device Application Engagement"→ Object API Name "ssot__DeviceApplicationEngagement__dlm"
  2. Object "Individual Identity Link"→ Object API Name "IndividualIdentityLink__dlm"
  3. Object "Unified Individual"→ Object API Name "UnifiedIndividual__dlm"
  • Email Engagement :
  1. Object "Email Engagement"→ Object API Name "ssot__EmailEngagement__dlm"
  2. Object "Engagement Topic"→ Object API Name "ssot__EngagementTopic__dlm"
  3. Object "Campaign"→ Object API Name "Campaign__dlm"
  4. Object "Individual Identity Link"→ Object API Name "IndividualIdentityLink__dlm"
  5. Object "Unified Individual"→ Object API Name "UnifiedIndividual__dlm"
  • Direct Engagement - Sales:
  1. Object "Sales Order Product"→ Object API Name "ssot__SalesOrderProduct__dlm"
  2. Object "Sales Order"→ Object API Name "ssot__SalesOrder__dlm"
  3. Object "Goods Product"→ Object API Name "ssot__GoodsProduct__dlm"
  4. Object "Individual Identity Link"→ Object API Name "IndividualIdentityLink__dlm"
  5. Object "Unified Individual"→ Object API Name "UnifiedIndividual__dlm"
  • Website Engagement :
  1. Object "Website Engagement"→ Object API Name "ssot__WebsiteEngagement__dlm"
  2. Object "Individual Identity Link"→ Object API Name "IndividualIdentityLink__dlm"
  3. Object "Unified Individual"→ Object API Name "UnifiedIndividual__dlm"

Engagement Level :

The marketing team uses the Engagement level to gauge the level of interaction and the strength of the relationship with the customer. In this Tableau Accelerator, the Engagement level is measured for each of the five channels: Sales, Email, Website, Messages and Push notifications. For each channel, a KPI represents the level of engagement of customers. This configuration can be changed using the KPI selector located in the upper left corner of each page. For example, for Direct Engagement (Sales), the Engagement level can be evaluated by any of the following KPIs:

  • Lifetime Value
  • Lifetime Sales
  • Nb Orders
  • Purchase Frequency
  • Average Order Value

All Individuals are then sorted (based on this KPI) in descending order, and finally grouped by segments. Let’s say we have 100 individuals, and we selected the "Nb Orders" as the KPI, which represents the engagement level. These 100 individuals are ranked, with 1st rank being the individual with the highest number of orders; then assign these individuals to Segments.

  • VERY HIGH Engagement: rank 1-20
  • HIGH Engagement: rank 21-40
  • MEDIUM Engagement: rank 41-60
  • LOW Engagement: rank 61-80
  • VERY LOW Engagement: rank 81-100

This segmentation can, of course, be customised.

Tips to adjust the dashboards as part of this accelerator

  • All data sources are built using custom queries. You can edit them and add custom calculations.

Some optional fields may not exist in your Org: in that case, the refresh will fai, and you have to edit the query and add ‘N/A’ As “Field Name”.

  • You can reduce the number of records loaded to improve refresh performance by adding filters to the queries, for example to load only the last two years you can add a where clause like this: WHERE YEAR(WE."ssot__EngagementDateTm__c")>=(YEAR(CURRENT_DATE)-1)

Explore the Dashboard: Direct Engagement - Sales

Answer key business questions

  • What is the direct contribution of customers to the company's profit during their lifetime?
  • How can we optimise our marketing strategies?
  • Which RFM Segment should we target in our Campaigns to maximise customer value?
  • Who are our customers? How can we interact with them more effectively?
  • How does our customer base grow over time?

Monitor and improve KPIs

  • Lifetime Value
  • Total Sales
  • Lifetime Sales
  • Active Customers #
  • New Customers #
  • Retention Period
  • RFM Analysis
  • Repeat Purchase Rate
  • Average Order Value
  • Order #
  • Purchase Frequency
  • % of Total Sales by Repeat Customers
  • % of Total Sales by New Customers
  • Customer # by Engagement Level
  • Customer % by Engagement Level

Explore the Dashboard: Email Engagement

Answer key business questions

  • How effective are our email campaigns?
  • Which customer group has the best/worst Open rate?
  • Are we sending emails to the right group of customers?

Monitor and improve KPIs

  • Campaigns #
  • Delivered Emails
  • Opened Emails
  • Open Rate
  • Unique Clicks
  • Click-Through Rate
  • Unsubscribes
  • Unsubscribe Rate
  • Subscribers # by Engagement Level
  • Subscribers % by Engagement Level

Required attributes

  • Field API Name “ssot__EngagementChannelActionId__c”: Expected Values: Send, Open, Click, Bounce, Opt Out
  • Field API Name “Loyalty_Member_Tier__c”: As this is an optional field, we defaulted it to ‘N/A’. If you are using the Salesforce Loyalty Cloud, you can activate this field by editing the data source and modifying the query: search for 'N/A' as "Loyalty Member" and replace 'N/A' with "Loyalty_Member_Tier__c".

Explore the Dashboard: Website Engagement

Answer key business questions

  • How interested our users are with our brand/Product?
  • Which group of users are most/least engaged with our products?
  • How often do our users visit our website?
  • What hours are the peak website traffic hours?

Monitor and improve KPIs

  • Stickiness Rate
  • Daily Active User
  • Monthly Active Users
  • Total Actions
  • Registered Users #
  • Engaged Users #
  • Conversion Rate
  • Registered Users # by Engagement Level
  • Registered Users % by Engagement Level

Required attributes

  • Field API Name “ssot__EngagementChannelActionId__c”
  • Expected Values: Engage Content

Explore the Dashboard: Message Engagement

Answer key business questions

  • Who is the most engaged customer?
  • At which hour the peak of open rate?
  • With which group of users we are most successful?
  • What is the optimal number of messages we should send per individual per week to maximise Delivery Rate?

Monitor and improve KPIs

  • Sent Messages #
  • Opt-in #
  • Delivery Rate
  • Messages # Sent per Recipient per Week
  • Recipients #
  • Recipients # by Engagement Level
  • Recipients % by Engagement Level

Required attributes

  • Field API Name “ssot__EngagementChannelActionId__c”
  • Expected Values: Delivered, Undelivered, Opt In, Opt Out

Explore the Dashboard: Push Notifications

Answer key business questions

  • At what extent our notification is engaging users?
  • At which hour the peak of open rate?
  • What is the volume of Notification Sent and how successful are the campaigns?
  • What is the optimal number of Push Notifications we should send to maximise Open Rate?

Monitor and improve KPIs

  • Sent #
  • View Rate
  • Open Rate
  • Receivers #
  • Notification Sent per Receiver per Week
  • Receivers # by Engagement Level
  • Receivers % by Engagement Level

Required attributes

  • Field API Name “ssot__EngagementChannelActionId__c”: Expected Values: Sent, Open, Display

Features

Connects to Salesforce Data Cloud

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