It is essential for every company to maintain track of its Sales, Marketing, and Customer data. A company cannot survive or expand unless its Sales and Marketing strategies are implemented effectively. A few years back, Sales, Marketing, and Customer Support were manual services provided by an organization. However, all of this is now accomplished through the use of software that automates all of these services and data interaction across various apps. HubSpot Tableau integration is a popular example of one of these.
The Sales, Marketing, and Customer data are invaluable in terms of analysis. Organizations can depend on the insights obtained from it to make conscious data-driven decisions.
Tableau is a powerful tool that helps organizations analyze and visualize their data. In this article, we will talk about analyzing your HubSpot data with Tableau and the 2 different methods that can be used for HubSpot Tableau Integration.
Table of Contents
What is HubSpot?
Image Source: The Cloud People
HubSpot provides Sales, Marketing, Content Management, and Customer Support Services for software technologies. It houses some amazing tools that can help optimize your content using SEO to rank better in Google search results.
HubSpot enables users to create Sales and Marketing workflows depending on their use case using the best tools and integrations. It can also help you build chatbots to enhance the customer experience. These are just a few features. HubSpot has a lot more features that you can make use of.
To learn more about HubSpot, refer to our 101 guide here.
Key Features of HubSpot
- Free CRM- HubSpot provides its clients with a free CRM to help them manage their customer connections. The behavioral tracking tool assists businesses in understanding their audience’s mood, allowing them to run more successful businesses. What’s the best part? The HubSpot CRM is completely free!
- List Segmentation- HubSpot lets you divide clients into lists. List segmentation makes it easy to monitor a buyer’s journey up to this point.
- Landing pages– They are used to convert prospects into paying customers. HubSpot assists you in creating well-crafted landing pages that encourage customers to use their credit/debit cards and pay.
- Workflows- HubSpot can assist you in automating your marketing efforts. In huge enterprises, it is nearly hard to perform every work manually, hence HubSpot is a blessing in disguise for marketers.
- Dashboard- HubSpot’s well-organized dashboard allows marketers to see the results of their marketing efforts. Furthermore, the paid tracking tools seek to provide a clear image of Google’s paid adverts.
What is Tableau?
Image Source: Surveybot
Tableau is a Business Intelligence platform that helps you analyze your data and visualize it in the form of various charts and graphs. These visualizations help you understand your data better, derive insights, and make business decisions.
You can also build interactive Dashboards with all visual charts in Tableau. Using these Dashboards, all employees from cross-functional departments can collaborate and make use of the valuable insights. Tableau is available for desktops, tablets, mobiles, etc.
More information on Tableau software and its features can be found here- What is Tableau Dashboard and How to Build it?
Key Features of Tableau
- Data Sources: Tableau provides a plethora of data source alternatives from which to connect and retrieve data. Tableau can access data from a variety of sources, including on-premise files, spreadsheets, relational databases, non-relational databases, Data Warehouses, Big Data, and on-cloud data. Tableau can safely connect to any of the data sources. Data from numerous sources can also be merged to provide a visual combinatorial perspective of data. Tableau also supports a number of data connectors, such as Presto, MemSQL, Google Analytics, Google Sheets, and others.
- Visualizations: Tableau provides a wide selection of visuals, including fundamental visualizations such as a bar chart and a pie chart, as well as advanced visualizations such as a histogram, a Gantt chart, a bullet chart, and a motion chart, and a treemap.
- Robust Security: Tableau takes every effort to protect data and provides strong user security. Its security system is based on authentication and authorization systems for data connections and user access. Row-level filtering is used, which improves data security. It also allows you to connect to other security protocols such as Active Directory and Kerberos.
- Live and In-Memory Data: Tableau ensures that both current data sources and data extracted from external data sources are linked as in-memory data. This enables the user to consume data from a variety of data sources without restriction. Data can be used straight from the data source by establishing live data connections or storing it in memory.
What is the Need for HubSpot Tableau Integration?
Before learning about the HubSpot Tableau Integration you need to know why there is a need for this Integration. HubSpot is a valuable resource for all your customer, Marketing, and Sales data. You now know that this data is invaluable in terms of decision-making. This is where Tableau comes in.
Tableau can help you visualize your HubSpot Sales, Marketing, and customer data and derive useful insights from it. You can keep track of your data, Key Performance Indicators, growth, and much more using HubSpot Tableau Integration.
Method 1: Manual HubSpot Tableau Integration
Hubspot provides a bulk of APIs to fetch your Sales and Marketing data. These APIs are built using REST architecture. You can use these APIs to fetch data from HubSpot and load it into Tableau. This method will require you to authenticate and extract HubSpot data as JSON objects.
Method 2: HubSpot Tableau Integration Using Hevo Activate
Hevo Activate provides a hassle-free solution and helps you directly transfer data from Tableau to HubSpot without any intervention in an effortless manner. Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code.
Hevo’s pre-built integration with Tableau (among 100+ Sources) will take full charge of the data transfer process, allowing you to focus on key business activities. It helps transfer data from HubSpot to a destination of your choice for free.
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Prerequisites
Before implementing the methods you need to have the following requirements:
- A HubSpot developer account.
- A Tableau account.
Methods to Set up HubSpot Tableau Integration
You will learn two methods to set up HubSpot Tableau Integration:
Method 1: Manual HubSpot Tableau Integration
Before you dive into HubSpot Tableau Integration you must understand that the HubSpot API calls made are using REST and client libraries and the data is loaded into a Data Warehouse before loading it into Tableau.
Follow the below steps to create a HubSpot Tableau Integration:
Step 1: Install the Client Library
Given below are the different client libraries supported by HubSpot. Install the library from the links given below that you want to use to make API call:
Table Source: HubSpot
Step 2: Get the Authentication Key
Log in to your HubSpot developer account. Click the settings icon in the main navigation bar. Now move your mouse to Integrations and click on the API key. If a key hasn’t been generated click Generate an API key option. If there is an active key, click on Show and a window will pop up with the API key.
Image Source: HubSpot
Step 3: Identify the Required API
Once you install a client library, you need to identify the API call from the HubSpot resource. For fetching different data HubSpot provides different APIs. You can use GET, POST, PUT and DELETE methods for the same.
For example, to fetch all lead-specific data using the contacts API, we need to use GET /contacts/v1/lists/all/contacts/all method. Refer official page to view implementation using different clients.
Step 4: Implement the API Call
In this article, an API call has been made using a Python client. All the HubSpot API calls return data in JSON format.
Sample Python code:
import requests
import json
import urllib
max_results = 500
hapikey = 'demo'
count = 5
contact_list = []
property_list = []
get_all_contacts_url = "https://api.hubapi.com/contacts/v1/lists/all/contacts/all?"
parameter_dict = {'hapikey': hapikey, 'count': count}
#type your Authentication key in place of hapikey
headers = {}
# Paginate your request using offset
has_more = True
while has_more:
parameters = urllib.urlencode(parameter_dict)
get_url = get_all_contacts_url + parameters
r = requests.get(url= get_url, headers = headers)
response_dict = json.loads(r.text)
has_more = response_dict['hasmore']
contact_list.extend(response_dict['contacts'])
parameter_dict['vidOffset']= response_dict['vidoffset']
if len(contact_list) >= max_results: # Exit pagination, based on whatever value you've set your max results variable to.
print('maximum number of results exceeded')
break
print('loop finished')
list_length = len(contact_list)
print("You've succesfully parsed through {} contact records and added them to a list".format(list_length))
Step 5: Prepare the HubSpot Data
Sample Response Data: Here data is extracted in JSON format.
Example response:
{
"contacts": [
{
"addedAt": 1390574181854,
"vid": 204727,
"canonicalvid": 204727,
"mergedvids": [
],
"portalid": 62515,
"iscontact": true,
"properties": {
"firstname": {
"value": "Bob"
},
"lastmodifieddate": {
"value": "1483461406481"
},
"company": {
"value": ""
},
"lastname": {
"value": "Record"
}
},
"formsubmissions": [
],
"identityprofiles": [
{
"vid": 204727,
"savedattimestamp": 1476768116149,
"deletedchangedtimestamp": 0,
"identities": [
{
"type": "LEAD_GUID",
"value": "f9d728f1dff149b09caa247dbdf5b8b7",
"timestamp": 1390574181878
},
{
"type": "EMAIL",
"value": "mgnewemail@HubSpot.com",
"timestamp": 1476768116137
}
]
}
],
"mergeaudits": [
]
},
{
"addedAt": 1392643921079,
"vid": 207303,
"canonicalvid": 207303,
"mergedvids": [
],
"portalid": 62515,
"iscontact": true,
"properties": {
"firstname": {
"value": "Ff_FirstName_0"
},
"lastmodifieddate": {
"value": "1479148429488"
},
"lastname": {
"value": "Ff_LastName_0"
}
},
"formsubmissions": [
],
"identityprofiles": [
{
"vid": 207303,
"savedattimestamp": 1392643921090,
"deletedchangedtimestamp": 0,
"identities": [
{
"type": "EMAIL",
"value": "email_0be34aebe5@abctest.com",
"timestamp": 1392643921079
},
{
"type": "LEAD_GUID",
"value": "058378c6951343e1a13a43a98d47aa22",
"timestamp": 1392643921082
}
]
}
],
"mergeaudits": [
]
}
],
"hasmore": true,
"vidoffset": 207303
}
Since the data fetched by the API is in JSON format the data needs to be formatted before moving it into Tableau. For this, you need to identify the schema of the Database or Data Warehouse and specify the data formats according to the data fetched.
Step 6: Move the Data into Tableau
Your data is now ready for analysis. Create a new workbook in Tableau and load data into it using load data from a data source option. Using Tableau, you can analyze this fetched data, and create visualizations and Dashboards.
Limitations to Manual HubSpot Tableau Integration Method
There are lots of reasons to justify why this method is challenging and exhausting:
- HubSpot provides limited client libraries(Ruby, Python, Node.js, etc).
- Though HubSpot brags about the provision of a huge number of APIs, every time you need a different kind of data, you need to make a different API call and hence this makes this method time-consuming. There is no single API call that can extract all your organization’s data.
- For every API there is a fixed maximum limit which limits the number of records you can extract with one API call.
- Once you know about the API you are going to use, there are a lot of factors that need to be considered before fetching HubSpot data. HubSpot limits the number of records you can extract with one API call and since the data is returned in JSON format, not all Data Warehouses and platforms support it. So, you have to prepare your data for formatting it into the schema at the destination.
- It is a complex process to configure and is easily prone to errors and data corruption
Method 2: HubSpot Tableau Integration Using Hevo Activate
Hevo Activate helps you directly transfer data from Tableau and various other sources to CRMs such as HubSpot, various SaaS applications, data warehouses, and a lot more, in a completely hassle-free & automated manner.
Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. It helps transfer data from HubSpot to a destination of your choice for free. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss.
Hevo Activate takes care of all your data preprocessing needs and lets you focus on key business activities and draw a much more powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data at your desired destination.
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Check out what makes Hevo Activate amazing:
- Real-time Data Transfer: Hevo Activate with its strong Integration with 100+ sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
- Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer.
- Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
- Tremendous Connector Availability: Hevo Activate houses a large variety of connectors and lets you bring in data from numerous Marketing & SaaS applications, databases, etc. such as Airflow, Hubspot, Marketo, MongoDB, Oracle, Salesforce, Redshift, etc. in an integrated and analysis-ready form.
- Simplicity: Using Hevo Activate is easy and intuitive, ensuring that your data is exported in just a few clicks.
- Completely Managed Platform: Hevo Activate is fully managed. You need not invest time and effort to maintain or monitor the infrastructure involved in executing codes.
- Live Support: The Hevo Activate team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
Conclusion
This article helped you to learn about HubSpot, Tableau, and different methods that you can to set up a HubSpot Tableau Integration. Though you can create your HubSpot Tableau Integration it is a long and tedious process and you can easily encounter errors. So use Hevo Activate and spend your valuable time analyzing your data instead of working on these menial configurations.
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Hevo Activate is a No-code Data Pipeline and has awesome pre-built Integrations that you can choose from. Hevo Activate helps you directly transfer data from a source of your choice to a data warehouse or any SaaS application, CRMs, etc. in a fully automated and secure manner without having to write the code repeatedly.
It will make your life easier and make data migration hassle-free. It helps transfer data from HubSpot to a destination of your choice for free. It is user-friendly, reliable, and secure. Check out the pricing details here.
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