Tableau/CRM Analytics, Tableau Next, and Marketing Intelligence represent different facets of a unified analytics platform built on the Salesforce ecosystem. They offer various levels of integration and AI-driven capabilities for data analysis and insights, catering to diverse user needs within organizations.
Let’s break it down:
Tableau/CRM Analytics (formerly Einstein Analytics):
- Focus: Provides CRM-specific analytics and business intelligence (BI) capabilities directly within the Salesforce platform.
- Key Features: Enables data integration, visualization, and analysis, offering insights within the sales and service workflows.
- Target Audience: Salesforce CRM users, particularly sales and service teams, seeking data-driven insights for their workflows.
Tableau Next:
- Focus: An advanced, agentic analytics platform that integrates AI and workflows to deliver insights to everyone.
- Key Features: Uses AI to automate tasks, provide contextual and personalized insights, and enable seamless data integration and workflow automation.
- Target Audience: All users within an organization, from technical analysts to business users, who need access to data-driven insights.
Marketing Intelligence:
- Focus: Leverages AI and Data Cloud to deliver actionable insights for marketing teams.
- Key Features: Automatically normalizes, enriches, and extends marketing data, providing insights for attribution reporting and campaign optimization.
- Target Audience: Marketing teams seeking to leverage data for better campaign planning, attribution reporting, and customer insights.
Relationship and Integration:
- All three are interconnected within the Salesforce ecosystem, with Tableau Next building upon the capabilities of CRM Analytics and Marketing Intelligence.
- Tableau Semantics (an AI-infused semantic layer) powers Tableau Next and enhances data governance and access for all three platforms, according to Salesforce Ben.
- Tableau Next is designed to be open and composable, allowing for integration with other tools and data sources, including existing data lakehouses.
In essence, Tableau/CRM Analytics provides a foundational layer for CRM-specific analytics, while Tableau Next and Marketing Intelligence build upon that foundation to offer more advanced and AI-driven insights across the entire organization, according to Salesforce.
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