How can I get more out of my Salesforce data?
Along with being the world’s #1 CRM, Salesforce provides an end-to-end platform to connect with your customers including Marketing Cloud to personalize experiences across email, mobile, social, and the web, Service Cloud to support customer success, Community Cloud to connect customers, partners and employees and Wave Analytics designed to unlock the data within.
After going through many Salesforce implementations, I’ve found that although companies store their primary customer’s data there, the opportunity enrich it further by bringing in related data stored in other systems such as invoices in ERP or contracts in dedicated DMS is a big one. For example, I’ve seen clients run into the issue of having inconsistent data in multiple source systems when a customer changes their billing address. In a nutshell, Salesforce makes it easy to report on that data stored within but can’t provide a complete picture of the customer unless we broaden our view.
In the data preparation space, very frequently the focus lies in BI as the ultimate destination of data. But we see, more and more often, how data enrichment can loop straight back into the primary systems and processes.
Take recommendation. Just the basic type (“customers who bought this also bought…”). That, in its simplest form, is an outcome of basket analysis.
We recently had a customer who asked for a basic recommendation as a part of proof of concept, whether Keboola Connection is the right fit for them. The dataset we got to work with came from a CRM system, and contained a few thousand anonymized rows (4600-ish, actually) of won opportunities which effectively represented product-customer relations (what customers had purchased which products). So, pretty much ready-to-go data for the Basket Analysis app, which has been waiting for just this opportunity in the Keboola App Store. Sounded like good challenge - how can we turn this into a basic recommendation engine?