MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
To understand what it’s truly capable of, take a tour of a custom-built Data Audit Dashboard.
B2BMA dashboards help marketing users see the impact of their efforts while Sales can identify strong leads and build targeted account plans. But they can also be used as a tool to audit your data.
In this session we’ll discuss:
How to set up your custom data audit dashboard in Pardot.
Best use cases for Data Audit dashboards and what to beware of.
How using B2BMA dashboards for data audits can help in other areas of your marketing efforts.
This session, led by analytics expert Dominique Bodin, explores an unconventional yet powerful use case for B2B Marketing Analytics (B2BMA, now known as Tableau CRM): employing it as a continuous data audit tool to monitor data completeness, hygiene, and enrichment needs.
Good data drives good decisions. However, complete data is not about filling every field; it’s about having the right information, understanding what you’re missing, and ensuring data quality from diverse sources.
Minimize Required Fields: Only ask for the essential data you need to be actionable. Too many fields lead to survey drop-off.
Avoid Open Text for Categories: Standardize fields like country, state, or city to prevent issues when aggregating data later.
Source Monitoring: Actively monitor where data comes from and its quality, and be aware of convenience sampling (only gathering data from sources that validate existing assumptions).
Every organization should establish KPIs for data completeness to monitor progress proactively.
Actionable Data: Identify the top five most actionable pieces of data you need (e.g., industry, title, company size) and prioritize collecting them.
Data Enrichment Plan: Determine which categories to enrich and prioritize data enrichment activities. You can’t fix everything at once.
Measure Progress: Establish a baseline and measure progress against it. This helps proactively prevent future data loss and monitor the quality of incoming data.
Data Governance: Establish clear rules for where data is located, how it is secured, who uses it, and how its quality is consistently managed.
The primary advantage of using Tableau CRM/B2BMA for data auditing is its ability to centralize and transform data from multiple standard Salesforce and Pardot objects into one place, enabling sophisticated calculations that are difficult in standard reporting.
Improve Completeness: Increase data completeness for critical fields needed for marketing personas (e.g., Company, Last Name, State, Industry).
Determine Source: Identify which forms or campaigns are the source of incomplete data.
Easy Enrichment: Easily download the incomplete data set for external enrichment.
Unified View: It combines data from various objects (Account, Prospect, Opportunity) into one dashboard, which standard Salesforce or Pardot reporting cannot easily do.
Enhanced Transformations: It allows for custom calculations, flagging, and aggregation (e.g., calculating average opportunity score per account).
Visual Prioritization: The dashboard allows you to quickly identify areas that require the most focus through visualizations and flags.
The core of the data audit solution is transforming the data within the B2BMA Recipe—a visual tool for preparing data before it enters the dashboard.
The key to auditing completeness is turning missing values into measurable metrics.
Action: Create a transformation that checks if a required field (e.g., Last Name) is null.
Formula: If the field is null, assign a value of 0; otherwise, assign a value of 1.
Benefit: This allows the dashboard to easily sum all the 1s to see how many records have the data (completed) and filter for all the 0s to instantly see the records that are missing the data.
External Data: You can easily import an external CSV file (e.g., a list of known Industries) and join it to your main Prospect dataset via an identifier like Email Address for rapid enrichment.
Aggregation: Use aggregate transformations (e.g., calculating the total Opportunity Amount by Account) to ensure metrics are correctly summed up without duplicating values when joined to the Prospect or Opportunity tables.
Internal Filters: Apply filters directly within the recipe to exclude irrelevant prospects, such as dropping all AOL.com addresses if your business only targets corporate entities. This minimizes complexity on the front-end dashboard.
The finalized dashboard provides a single screen for monitoring and actioning incomplete data.
KPIs: The dashboard features gauges or metrics showing the completion percentage for each required field (Company, Last Name, State, Industry).
Filtering and Segmentation: Users can slice and dice the data by regions, source campaign (to see which forms are failing to collect data), or industry.
Details Table: A critical element for actionable auditing is the details table. When a user clicks on an incomplete metric (e.g., Industry Complete equals 0), the details table instantly displays the list of individual records that are missing that data.
Enrichment Export: From the filtered details table, users can use the share menu to download the results to Excel. This file can then be used with tools like Data Loader to quickly enrich the missing fields back into Pardot or Salesforce.
