Salesforce Data Cloud - Customer Engagement

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
  • Website
  • Messages (SMS)
  • Push Notifications
• Select the best channels on which to interact with your customers
• Easily identify your customers’ different levels of engagement: from Very High to Very Low
• Customise your engagement levels to best match customers’ expectations
• Create positive customer experiences to increase loyalty and retention

Demo video

Getting Started Steps

1. Ensure you have Tableau Desktop version 2023.2 or higher installed and that it is licensed. Use the Salesforce Data Cloud connector to connect to Data Cloud. Note that this is a connector released with the Data Cloud Summer ’23 release as described here. This accelerator works only with the Salesforce Data Cloud connector.
2. Ensure that Tableau has been provisioned access to pull data from Salesforce Data Cloud (previously known as Salesforce CDP). There is great documentation on how to do this on Customer Data Platform’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.
8. The Accelerator comprises five dashboards. We built each on top of a separate data source.
9. The Accelerator shows data from the following Salesforce Data Cloud standard objects.
10. If the Salesforce objects listed below have different names in your system, edit the data source and adjust the queries accordingly.

• 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”

• 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 “ssot__Campaign__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”

• 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”

Engagement Level :

Each Engagement type (Direct, Email, Website, Message or Notification) is measured by a given engagement KPI you can select.

The levels of engagement (5 segments from “VERY LOW engagement” to “VERY HIGH engagement”) are defined according to the following rules:

• The upper limit is defined by the value of the engagement KPI for the customer with the highest level of engagement
• The customers are then divided into 5 segments (each customer having an Engagement KPI value between 0 and this upper limit)
• The relative size of each segment is configurable by thresholds, which are defined as a percentage of the upper limit

Direct Engagement - Sales

Answer key business questions

• What is the direct contribution of customers to the company’s profit?
• How can we optimise our marketing strategies?
• Who are our customers? How can we interact with them more effectively?
• How does our customer base grow over time?

Monitor and improve KPIs

Sales

• Total Sales: Total Sales amount
• Nb Orders: Number of Sales Orders
• Average Order Value: The average amount spent by order

Customers’ behaviour

• Nb Customers: The number of Active Customers making Sales Orders
• Nb Orders per Customer: The average number of orders placed by a customer
• Sales per Customer: The average amount spent by a Customer

Email Engagement

Answer key business questions

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

Monitor and improve KPIs

Reach

• Nb Subscribers: Total number of Subscribers
• Nb Emails Delivered: Number of emails that arrived in the recipient’s mailbox. It measures the quality of our emailing list

Engage

• Nb Emails Opened: The number of emails opened by recipients
• Open Rate: The percentage of emails opened by recipients
• Unique Clicks: Total number of Clicks on an action link (unique)
• Click-Through Rate (CTR): The percentage of email recipients who clicked on one or more links contained in a given email (expressed in %)

Unsubscribes

• Unsubscribes: Total number of unsubscribes (unique)
• Unsubscribe Rate: The number of unsubscribe clicks divided by the number of emails delivered (expressed in %)

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”.

Website Engagement

Answer key business questions

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

Monitor and improve KPIs

Engagement

• Conversion Rate: The rate of Users who completed an engaging activity: download a product or subscribe to a trial usage, add reviews and ratings

Users

• Nb Registered Users: The number of users. These are users that return often to our website
• Nb Engaged Users: The number of engaged users. These are users who have performed an “engaged” activity: download a product or subscribe to a trial usage, ad reviews, ratings
• Total Actions Users: The number of actions taken by users who have an account. User actions can include downloading content, opening a new page, giving feedback, clicking on engaging content.
• Actions Users per User: The average number of actions per user

Activity

• Nb Visits: Number of site visits indicates the overall number of visits made by each user to our site
• Total Actions: The number of actions taken by all visitors. User actions can include downloading content, opening a new page, giving feedback, clicking on engaging content.
• Monthly Active Users (MAU): Measures of how often users are using our website on a monthly basis

Required attributes

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

Message Engagement

Answer key business questions

• Who are the most engaged customers?
• What time is the peak opening 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

Reach

• Nb Sent Messages: The number of messages sent. It measures how large our base audience is
• Nb Recipients: The number of users who received the SMS notifications

Engage

• Nb Delivered Messages: The number of messages delivered. This measures how many recipients received our message
• Nb Delivered Messages per Recipient: The average number of messages delivered per recipient
• Delivery Rate: The message’s Delivery Rate is the number of messages that reached a recipient’s device divided by the total number of texts sent

Required attributes

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

Notifications

Answer key business questions

• To what extent is our notification engaging users?
• At what hour is 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

Reach

• Nb Receivers: The count of users who accepted receipt of the notifications. Measures the size of our list of users
• Nb Sent Notifications: The number of push notifications sent. It measures the reach of our notifications
• Nb Sent Notifications per Receiver: The average number of notifications sent per receiver.

Engage

• Nb Open Notifications: The number of notifications opened by the receivers
• Open Rate: The ratio of receivers who have “opened” the notification compared to the total number of people who received our push notification

Develop

• Nb View Notifications: The number of notifications viewed by the receivers
• View Rate: The number of people who saw our notification out of the total number of people who received our push notification.

Required attributes

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