Salesforce CRM Analytics – A Complete Guide

Updated:

April 10, 2024

⏱️ 6 minutes

According to a Bain & Company study of 362 companies, a whopping 80% of businesses believe they deliver a superior customer experience. Yet, only 8% of customers agree!

This disconnect highlights the critical need to truly understand your customers. CRM Analytics Salesforce can be the key to unlocking the hidden voice of your customers and transforming data into actionable insights for success.

What is CRM Analytics?

Salesforce CRM Analytics (formerly known as Einstein Analytics) is a cloud-based business intelligence (BI) platform embedded within the Salesforce ecosystem. It allows users to:

- Create interactive dashboards and reports to gain insights from customer data.
- Identify patterns and trends within customer behavior and interactions.
- Share insights and reports with colleagues to foster data-driven decision-making across departments.

How can CRM Analytics help your business?

Implementing CRM Analytics can yield numerous benefits for your organization, including:

Gain a deeper understanding of customer needs and preferences, allowing you to personalize interactions and enhance satisfaction.
Move beyond intuition and rely on data-backed insights to optimize marketing campaigns, sales strategies, and customer service initiatives.
Identify upselling and cross-selling opportunities based on customer data, leading to potential revenue growth.
Streamline workflows and automate tasks by identifying areas for improvement through data analysis.
Foster a data-driven culture where insights are readily available and shared across teams.

Use Cases for CRM Analytics

Salesforce CRM Analytics empowers organizations to unlock the hidden potential within their customer data. By transforming data into actionable insights, businesses can make data-driven decisions that enhance customer relationships, optimize operations, and drive growth. Here’s a glimpse into some compelling use cases that showcase the versatility of CRM Analytics:

1. Enhanced Customer Segmentation and Targeting

Leverage customer data to create granular customer segments based on demographics, purchase history, and behavior patterns.
Develop targeted marketing campaigns and personalized experiences for each customer segment, maximizing engagement and campaign effectiveness.
Identify high-value customers and tailor loyalty programs or special offers to retain them.

2. Improved Sales Performance and Pipeline Management

Analyze sales data to identify trends, predict sales opportunities, and forecast revenue more accurately.
Gain insights into sales pipeline health, pinpoint potential roadblocks, and prioritize leads with higher conversion potential.
Track individual and team performance metrics to identify areas for improvement and implement effective coaching strategies.

3. Data-Driven Customer Service Optimization

Analyze customer service interactions to identify common pain points and areas for improvement.
Proactively address customer issues by predicting potential problems based on historical data.
Track key customer service metrics like resolution time and customer satisfaction to measure the effectiveness of support strategies.

4. Product Development and Innovation

Analyze customer feedback and usage data to understand customer needs and preferences.
Identify opportunities for product improvement and development of new features based on customer insights.
Track customer adoption rates and usage patterns of new product features to measure success and guide future development efforts.

5. Boosted Operational Efficiency and Cost Reduction

Analyze operational data to identify areas of waste or inefficiency within your business processes.
Optimize resource allocation based on data insights to streamline operations and reduce costs.
Track key performance indicators (KPIs) across various departments to monitor progress and identify opportunities for further improvement.

6. Risk Management and Fraud Detection

Leverage data analysis to identify suspicious patterns or activities that could indicate potential fraud or risk.
Develop proactive measures to mitigate risks and protect customer data security.
Analyze historical fraud attempts to improve detection methods and prevent future occurrences.

Also Read – Salesforce Einstein Analytics: Comprehensive Guide

Tableau vs. Tableau CRM (CRM Analytics)

While both “Tableau” and “Tableau CRM” carry similar names, they cater to distinct functionalities within the data visualization landscape. Let’s break down the key differences to help you understand which tool best suits your needs.

Tableau

Tableau is a powerful, standalone business intelligence (BI) platform capable of connecting to a wide variety of data sources beyond Salesforce. Highly versatile, it offers a rich set of features for data exploration, complex data manipulation, and creates highly customized dashboards and visualizations.

Tableau is ideal for organizations requiring in-depth data analysis across various departments and data sources, not limited to Salesforce. Target users can include data analysts, data scientists, business intelligence professionals, and anyone who needs to analyze data from diverse sources.

It requires separate licensing fees based on deployment options (cloud, on-premise) and user tiers.

Tableau CRM (formerly Einstein Analytics for Sales)

This is a pre-built analytics solution specifically designed for Salesforce data, integrating seamlessly within the Salesforce ecosystem. Tableau CRM offers ease of use, pre-built dashboards and reports tailored to sales data, and real-time insights specifically for sales teams.

It is ideal for sales teams and organizations primarily focused on analyzing and visualizing Salesforce data to improve sales performance and pipeline management. Target users include Sales managers, sales reps, and business analysts within Salesforce environments.

Tableau CRM is often included in higher tiers of Salesforce subscriptions, eliminating the need for separate licensing costs.

Choosing the Right Tool

The optimal choice between Tableau and Tableau CRM depends on the unique data analysis needs of your organization.

For comprehensive data analysis across various data sources and a high degree of customization, Tableau is the way to go.
If you primarily work within Salesforce and prioritize ease of use with sales-focused analytics, Tableau CRM is the better option.

Consider these additional factors

Evaluate your team’s existing data analysis skills and comfort level with different tools.
Identify the variety of data sources you need to connect to for analysis.
Factor in licensing costs associated with each tool.

Step-by-Step Guide to Accessing Tableau CRM in Salesforce

Check Licenses: Begin by confirming that your organization has acquired the required licenses for Tableau CRM, as detailed on the pricing page.
Enable Tableau CRM: Navigate to Salesforce Setup and locate the Analytics section. In the Getting Started area, click on “Enable CRM Analytics.”
Permission Sets: Ensure that all users who need access to CRM Analytics have been assigned the appropriate permission sets.
Accessing Tableau CRM: Open your app launcher and look for the Analytics Studio tile among the available apps in your organization. Click on it to access Tableau CRM.

Learning Resources for CRM Analytics Users

Salesforce Trailhead: This free, gamified learning platform offers various trails and modules dedicated to CRM Analytics, including tutorials, hands-on exercises, and project-based learning.
Salesforce Documentation: The official Salesforce documentation provides comprehensive guides and explanations on CRM Analytics functionalities and best practices.
Salesforce Certifications: Consider pursuing the Salesforce certifications to validate your skills and demonstrate expertise to potential employers. While not mandatory, certifications can enhance your resume and increase your earning potential in CRM Analytics-related Jobs.
Online Training Resources: Several online platforms and training providers offer in-depth CRM Analytics courses, often ranging from beginner to advanced levels.

CRM Analytics Certifications

While not mandatory for entry-level positions, pursuing relevant certifications can validate your expertise and enhance your resume. Here are some certifications to consider:

Tableau CRM Certification: This certification validates your core skills in using CRM Analytics to create reports and dashboards.

Careers in Salesforce CRM Analytics

With the growing importance of data analysis, careers in Salesforce CRM Analytics are becoming increasingly sought-after. If you’re interested in harnessing the power of data to drive business success, this section explores the essential skills, potential salary ranges, and valuable resources to kickstart your journey in this domain.

Essential Skills for CRM Analytics Professionals

Salesforce Knowledge

Understanding the Salesforce platform, data model, and core functionalities is crucial for effectively utilizing CRM Analytics within the Salesforce ecosystem.

Data Analysis Skills

Proficiency in data analysis techniques such as data wrangling, data exploration, and statistical analysis is essential for extracting meaningful insights from customer data.

Data Visualization Skills

The ability to create clear, compelling, and informative dashboards and reports is key for communicating data insights to stakeholders.

Problem-Solving Skills

Identifying business problems, formulating data-driven solutions, and effectively translating insights into actionable recommendations are critical skills.

Communication Skills

Conveying complex data analysis findings in a clear, concise, and understandable manner is essential for garnering support and driving data-driven decision-making.

Salary Expectations for CRM Analytics Professionals

Salaries for CRM Analytics professionals can vary depending on experience, location, industry, and specific job responsibilities. However, to provide a general range, according to Indeed, as of April 2024, the average base salary for a Salesforce CRM Analytics Specialist in the United States is around $85,000 per year.

The Future of CRM Analytics

Salesforce continuously innovates and expands the capabilities of CRM Analytics. Here are a few emerging trends poised to shape the future of CRM Analytics:

Artificial Intelligence (AI) Integration

Expect even deeper integration of AI for more advanced data analysis, predictive modeling, and automated insights generation.

Natural Language Processing (NLP)

Leveraging NLP capabilities will allow users to interact with CRM Analytics using natural language, simplifying data exploration and analysis.

Embedded Analytics

Expect data insights to be embedded seamlessly within various Salesforce functionalities, providing real-time decision-making support.

Conclusion

Salesforce CRM Analytics empowers organizations to transform customer data into actionable intelligence, driving data-driven decision-making and customer-centric strategies. By leveraging its functionalities and available learning resources, you can unlock the power of data within your Salesforce environment. Whether you’re seeking to boost your career prospects or enhance your organization’s data analysis capabilities, investing in CRM Analytics can be a valuable step towards achieving success.

Ready to transform your Salesforce knowledge and skills? Sign up for a free trial with saasguru and gain access to over 24 Salesforce Certification Courses, including comprehensive training on CRM Analytics.

With 50+ Mock Exams and 50+ Salesforce Labs for hands-on learning, you’re equipped to navigate the complexities of Salesforce and make data work for you.

Start your learning journey today and step into the future of customer relationship management with confidence and expertise.

Frequently Asked Questions (FAQs)

1. What is the new name for Tableau CRM, and what does it signify?

The new name for Tableau CRM is CRM Analytics. This name change reflects our commitment to innovation within the Salesforce ecosystem.

2. Is CRM Analytics worth it?

If you’re heavily invested in Salesforce and want to leverage your customer data for deeper insights, then CRM Analytics can be highly valuable. It empowers data-driven decision-making, improves customer relationships, and optimizes various business functions.

3. What is CRM Analytics Salesforce?

Salesforce CRM Analytics (formerly known as Einstein Analytics) is a cloud-based business intelligence (BI) platform embedded within the Salesforce ecosystem. It allows users to analyze customer data, create visualizations, and gain actionable insights to drive business growth.