Digital marketing campaigns have become one of the most beneficial ways to promote products and services, as it allows organizations to reach out to more customers, markets, geographies, etc. It helps them build a vast and diverse customer base, thereby helping them boost customer retention, generation, and profits. Running a fruitful or profitable marketing campaign requires businesses to have a holistic understanding of their customers, which allows them to optimize their content to make it more appealing, customer-centric, and provide a more personalized experience. One such tool that can help organizations and marketers achieve this is Salesforce Pardot. It allows them to deliver dynamic and personalized content, offers and experiences to their customers, thereby boosting profits and customer growth.
This article aims at providing you with a step-by-step guide to help you set up Pardot Tableau integration for a fruitful analysis of your marketing data. Upon a complete walkthrough of the content, you will be able to visualize your Salesforce Pardot data using Tableau with ease! It will help you draw crucial insights about your marketing performance and customers. You will be able to provide an enhanced personalized experience to your customers, target them better, & carry out analytics on your customers’ entire journey across numerous channels.
Table of Contents
Introduction to Salesforce Pardot
Salesforce Pardot is a robust B2B marketing automation & lead nurturing platform that helps marketers set up automated email-based sales and marketing campaigns. With Salesforce Pardot in place, marketers can keep track of the effectiveness and performance of their marketing campaigns & strategies across various channels by monitoring how a user interacts with their offerings such as ads, marketing emails, etc.
It houses an intuitive & easy use UI and allows marketers to draw crucial insights about their customers/prospects by monitoring their entire journey taking into consideration numerous actions such as clicks, opens, emails views, forms, etc. Using Salesforce Pardot, marketers can further segment customers based on their behavior, preferences, and a lot more and target them better with personalized, dynamic, and interactive offerings such as offers, ads, emails, landing pages, etc.
For further information on Salesforce Pardot, you can check the official website here.
Introduction to Tableau
Tableau is one of the most popular and robust business intelligence tools available in the market today that allows users to transform raw data from a diverse set of sources into impeccably informative visualizations, allowing users to draw data-backed actionable insights. It supports robust integration with over 80+ data sources, including CSV, Excel, Text, JSON files, etc. With Tableau’s intuitive functionalities such as real-time analysis, smooth code-free integrations, data blending, etc., users can create informative business reports and dashboards that refresh automatically in real-time.
Tableau is not only available as a desktop application but also as an online service in the form of Tableau Server, which allows teams to create, share and view critical business reports on the go, by logging into Tableau using their mobile device. It further provides a hosted-analytics offering called Tableau Online that provides them with similar functionalities along with unlimited storage support.
For further information on Tableau, you can check the official website here.
Understanding the Need to Set Up the Pardot Tableau Integration
Salesforce Pardot provides users with intuitive engagement-based data, allowing them to draw crucial and valuable insights about how their prospects interact with the marketing collaterals. It further supports generating business reports on this data by letting users leverage the connected campaign’s functionality. However, such in-built reporting and analytics functionalities are quite limited and, hence you’ll need to have a robust business intelligence tool in place, that allows you to analyze this data and draw data-backed actionable insights.
One such tool that allows users to analyze the engagement data & draw crucial insights is Tableau. It lets users leverage in-built robust data exploration and analytics functionalities to analyze their customer engagement data and draw actionable insights that help them optimize their customer interaction and engagement strategies.
Method 1: Using Salesforce Pardot APIs to Set Up Pardot Tableau Integration
Using Salesforce Pardot API-based Python code scripts to set up the Pardot Tableau integration is one way. This method requires you to install the PyPardot Python library on your system, establish a connection with your Salesforce Pardot instance using a Python object and then fetch and transform your data into CSV files. You can then import these CSV files containing your Salesforce Pardot data into Tableau.
Method 2: Using Hevo Data, a No-code Data Pipeline
A fully managed, No-code Data Pipeline platform like Hevo Data, helps you integrate data from Salesforce Pardot and numerous other marketing applications and visualize it in your desired BI tool such as Tableau in real-time, effortlessly. Hevo, with its minimal learning curve, can be set up in a matter of minutes making the users ready to load data without compromising performance. Its strong integration with various sources such as databases, files, BI tools, marketing applications, etc. gives users the flexibility to bring in data of all different kinds in a way that’s as smooth as possible, without having to write a single line of code.
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- Working knowledge of Salesforce Pardot.
- Working knowledge of Tableau.
- A general idea about APIs.
- A general idea about Python and its libraries.
Methods to Set Up Pardot Tableau Integration
There are multiple ways in which you can set up the Pardot Tableau integration:
Method 1: Using Salesforce Pardot APIs to Set Up Pardot Tableau Integration
Salesforce Pardot provides users with a diverse set of APIs, allowing them to retrieve and interact with data programmatically. Salesforce Pardot lets users authenticate either by using the API keys or using the Salesforce OAuth authentication, ensuring that each transaction remains safe. Implementing this authentication through custom scripts adds an unwanted overhead. Hence it is recommended to use one of the Salesforce Pardot client libraries to simplify this. Salesforce Pardot client libraries are available in PHP, Python, and Java. Here, you will be leveraging the Python library known as PyPardot.
You can implement this using the following steps:
Step 1: Installing and Configuring Salesforce Pardot’s Python Library
To start setting up Pardot Tableau integration using Salesforce Pardot APIs, you first need to install the PyPardot Python library on your system. To do this, you can use the pip command as follows:
pip install pypardot4
Once you’ve installed the Python library, you now need to import the CSV and Salesforce Pardot API class on your system. To do this, you can use the following lines of code:
from pypardot.client import PardotAPI
With your Salesforce Pardot API class now installed, you now need to authenticate your Salesforce Pardot account. To do this, you first need to get your Salesforce Pardot user key, found under the my settings option of your Salesforce Pardot application. Once you’ve fetched it, you now need to create a Salesforce Pardot client by specifying your username, password, user key, etc. as follows:
pardot_client = PardotAPI( email='your_email',password='your_password',
Ensure that you reinitialize the script as the authentication will last only for an hour.
This is how you can install and configure the Python library for your Salesforce Pardot instance.
Step 2: Querying Data using Salesforce Pardot API
Once you’ve established the connection with Salesforce Pardot, you can now start querying and fetching data by leveraging the Salesforce Pardot API. To do this, you can use the following lines of code:
email_clicks = p.emailclicks.query(created_after='yesterday')
results = email_clicks[‘total_results’]
This is how you can query data from Salesforce Pardot using APIs.
Step 3: Transforming Salesforce Pardot API Response into CSV Files
With Salesforce Pardot API now fetching data, you now need to convert and write the API responses as a CSV file. For example, if you’re fetching data about email clicks, you can use the following lines of code to save it as a CSV file:
with open('email_clicks.csv', 'w', newline='') as file:
writer = csv.writer(file)
for email_click in results[‘emailClick’]
id = email_click.get(‘id’)
prospect_id = email_click.get(‘prospect_id’)
list_email_id = email_click.get(‘list_email_id’)
created_at = email_click.get(‘created_at’)
Salesforce Pardot provides users with numerous other objects and other attributes apart from email clicks, IDs, etc. You can click here to check out the official documentation to learn more about these.
This is how you can transform the Salesforce Pardot API responses into CSV files to set up Pardot Tableau integration.
Step 4: Loading Salesforce Pardot Data to Tableau as CSV Files
Once you’ve fetched your Salesforce Pardot data as CSV files, you can now import it into Tableau. To do this, you can use the in-built text connector. To do this, launch Tableau on your desktop and select the text file connector, found in the connect panel on the left. Once you’ve clicked on it, a new window will now open up on your screen, where you can select the CSV files you want to import into Tableau.
This is how you can set up Pardot Tableau integration using Salesforce Pardot APIs.
Method 2: Using Hevo Data, a No-code Data Pipeline
Say goodbye to the tedious challenges of unifying your marketing data! Use Hevo Data, a No-Code Data Integration Platform, to connect Salesforce Pardot with various marketing applications to bring in integrated data in a matter of minutes and visualize it in Tableau. It is the ideal solution for creating a single source of truth for marketing. Hevo is fully managed and completely automates the process of not only bringing in your data from multiple sources but also transforming it into a cleaned and analysis-ready form without having to write a single line of code. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss.
Gone are the days of sitting down and manually optimizing your data to get rid of inconsistencies, silos, and managing data losses. Hevo takes care of all your pre-processing needs and lets you focus on key business activities and develop a much powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability.
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Steps to use Hevo Data:
Hevo focuses on three simple steps to get you started:
- Connect: Connect Hevo with Salesforce Pardot and various other sales & marketing data sources by simply logging in with your credentials.
- Integrate: Consolidate your marketing data from several sources in Hevo’s Managed Data Integration Platform and automatically transform it into an analysis-ready form.
- Visualize: Connect Hevo with your desired BI tool such as Tableau and visualize your unified marketing data easily to gain better insights.
Check out what makes Hevo amazing
- Secure: Hevo has a fault-tolerant architecture that ensures that the data is handled in a safe & consistent manner with zero data loss.
- Schema Management: Hevo takes away the tedious task of schema management & automatically detects schema of incoming data and maps it to the destination schema.
- Minimal Learning: Hevo, with its interactive UI, is simple for new customers to work on and perform operations.
- Robust Integration with BI tools: Hevo supports connecting with numerous BI tools such as Tableau, Looker, PowerBI, etc. in a matter of minutes and lets you analyze your sales & marketing data in a completely secure and hassle-free manner in real-time.
- Hevo Is Built To Scale: As the number of sources and the volume of your data grows, Hevo scales horizontally, handling millions of records per minute with very little latency.
- Incremental Data Load: Hevo allows the transfer of data that has been modified in real-time. This ensures efficient utilization of bandwidth on both ends.
- Live Support: The Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
- Live Monitoring: Hevo allows you to monitor the data flow and check where your data is at a particular point in time.
This article teaches you how to set up Pardot Tableau integration with ease. It also provides in-depth knowledge about the concepts behind every step to help you understand and implement them efficiently. Carrying out an in-depth analysis of your marketing data requires you to integrate data from a diverse set of marketing data sources.
Integrating such diverse data can be challenging and tiresome, especially for a beginner & this is where Hevo saves the day. Hevo Data, helps you easily integrate data from multiple marketing sources and applications and visualize it in your desired BI tool.
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Hevo is fully managed and completely automates the process of not only bringing in your data from multiple sources but also transforming it into an analysis-ready form without having to write a single line of code. You can easily visualize your unified marketing data using your desired BI tool and create informative business reports.
Want to take Hevo for a spin? Sign Up here for the 14-day free trial and experience the feature-rich Hevo suite first hand. You can have a look at our unbeatable pricing that will help you choose the right plan for your business needs!
You can now replicate your Pardot data to any Data Warehouse such as Redshift, BigQuery, Snowflake, or a destination of your choice without writing code in just a few minutes for free with Hevo.
Tell us about your experience of setting up the Pardot Tableau integration! Share your thoughts in the comments section below!