Welcome

Choosing the right ingredients

How to combine ingredients

Tools to automate baking

Choosing the right data

How to combine data

Tools to automate data

Marketing @ Tableau

Connecting disparate marketing data to build insights

Katie Vaudt

Marketing Automation Programs

Tableau Software

#TC18

Robert Bloom

Scrum Master

Tableau Software

Connecting DataGetting Started

Best PracticesAutomating Workflows

We drink our own champagne

Marketing Operations TechOps

LIAM

We also eat our own dog food

● ALPO

○ Microsoft SQL Server

○ Tableau Online

○ Tableau Server

Opal

Getting StartedDefine your data, flows, and

processes

Where your data is flowing

to, from and through?

What type of data

are you looking at?

How often do you sync your data?

Some of our date fields

LeadContact DatesCreate DateMQL DateRemarket DateQualifying DateQualified Date

Opportunity DatesOpportunity Create Date

Opportunity Contract End Date

Account DatesCustomer DateRenewal 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

Activity-based data anchored on dates

Activity-based data anchored on dates

Activity-based data anchored on dates

Data is a representationof something that

happened

Salesforce is oursingle source of truth

Centralize to normalize

Connecting DataJoins, unions, dashboard starters and

more

Joins vs Unions

Example of a Union:

Leads & Contacts

Example of a Join:

Contacts and Accounts

INNER

Only Contacts that are associated

with an Account

LEFT

All Contacts, bringing in Account information

FULL OUTER

All Contacts,All Accounts

RIGHT

All Accounts, bringing in Contact information

Types of Joins

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

Use Dashboard Starters

Oracle Eloqua

Marketo

Salesforce

Automating WorkflowsWorking smarter not harder

Connecting and automating marketing data

Native Integrations Custom ETLsThird Party

Orchestration tools

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

LIST

IMPORT

AUTOMATION

MACHINE

LIAM

Event

Tradeshow

List Purchase

Other

Best PracticesWhat you need to know to make your own

complex dishes with lots of ingredients

Best Practices: Connecting Data

Know your unique IDsFigure out what IDs you need to join on beforehand

Determine the grain of the data sourceWhat’s the right level of detail to do your analysis at?

Start with an inner joinIsolate what information you want and only pull that in

Best Practices: Improving Data

StandardizationSometimes process can improve data

Required fieldsHaving the same fields required improves quality

Data normalizationHaving a single source of truth reduces confusion

Best Practices: Alignment

Sales ops is your friendMarketing exists to make sales easier

Know what’s happening in the other systemYou’re not in a silo

Make sure the right things happen in the right placesMAP is not equal to CRM

Marketing Automation Tenets

Centralize your data flowsBut 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!

Connecting DataJoins, unions, dashboard starters and more

Getting StartedDefine your data, flows, and

processes

Best PracticesWhat you need to know to make your own

complex dishes with lots of ingredients

Automating WorkflowsWorking smarter not harder

Please complete the

session survey from the My

Evaluations menu

in your TC18 app

Thank you!

#TC18

kvaudt@tableau.comrbloom@tableau.com