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Pardot AnalyticsSet Up B2B Marketing Analytics PlusSet Up B2B Marketing Analytics PlusTo get started with B2B Marketing Analytics Plus, review the data requirements and make sure thatthe prerequisite features are in use. After everything is set up, invite users to create their own appsin Analytics Studio.Many assignments and settings are on by default. We recommend that you verify these settingsbefore you tell users to create apps.Watch a Demo:Getting Ready for B2B Marketing Analytics Plus (English Only)1. From Setup, in the Quick Find box, enter Analytics, and then verify that these settings areenabled: CRM Analytics and Data Sync and Connections.2. In the Quick Find box, enter Einstein Discovery, and then enable the feature.3. Make sure that Customizable Campaign Influence is turned on and data requirements are met.4. Give users the necessary permission sets or verify that the permission sets are already assigned. CRM User, Sales User, or Service UserEDITIONSAvailable in: Enterprise,Unlimited, and DeveloperEditions with PardotPremium Edition or the B2BMarketing Analytics Plusadd-onAvailable in: Enterprise,Unlimited, and DeveloperEditions with Pardot Plusand Advanced Edition or theB2B Marketing Analytics Plusadd-on B2B Marketing Analytics Plus Admin5. Verify that object permissions on the Analytics Cloud Integration User profile are set to Readon these objects. If updates are needed, clone the profile and add the necessary permissions. Accounts CampaignsUSER PERMISSIONSTo enable B2B MarketingAnalytics Plus: Customize ApplicationTo create and customizeB2B Marketing Analytics Plusapps: B2B Marketing AnalyticsPlus Admin Campaign Influence Contacts Events Landing PagesTo view shared B2BMarketing Analytics Plusapps: B2B Marketing AnalyticsPlus User List Emails Marketing Forms Marketing Links Opportunities6. When permissions are complete, notify the users that they can create their own apps.Note: By default, archived prospect data is included in CRM Analytics datasets. To exclude data from archived prospects in thePardot Prospects and Prospect and Activity datasets, change your preferences in Pardot Settings.Enable CRM AnalyticsTo use the CRM Analytics platform, first enable it for your organization.Enable Data Sync and ConnectionsData Sync is enabled by default if you turned on CRM Analytics after the Winter ’20 release. If you turned on CRM Analytics beforethe Winter ’20 release, manually enable Data Sync and Connections to optimize your dataflows and connect to external data.Enable CRM AnalyticsTo use the CRM Analytics platform, first enable it for your organization.4

Pardot AnalyticsEnable Data Sync and ConnectionsNote: Skip this step if CRM Analytics is already enabled.1. From Marketing Setup, enter CRM Analytics in the Quick Find box, and select Getting Started.2. Click Enable CRM Analytics.Enable Data Sync and ConnectionsData Sync is enabled by default if you turned on CRM Analytics after the Winter ’20 release. If youturned on CRM Analytics before the Winter ’20 release, manually enable Data Sync and Connectionsto optimize your dataflows and connect to external data.Important: Before you enable Data Sync, we recommend that you read Understand WhatHappens When You Enable Data Sync and Connections.1. From Setup, enter Analytics in the Quick Find box, then select Settings.2. Select Enable Data Sync and Connections.3. Save your changes.Important: After you enable Data Sync and Connections, make sure that you run data syncbefore your dataflows next run. Dataflows with sfdcDigest nodes fail until data sync has runand completed for the first time. See Schedule, Run, and Monitor Data Sync.EDITIONSAvailable in SalesforceClassic and LightningExperience.Available with CRMAnalytics, which is availablefor an extra cost inEnterprise, Performance,and Unlimited Editions. Alsoavailable in DeveloperEdition.USER PERMISSIONSTo enable data sync andconnections: Customize ApplicationMarketing Campaign Intelligence AppThe Marketing Campaign Intelligence app brings your marketing and sales efforts into alignment.The Campaign Engagement card shows prospect engagement data from Pardot, and the CampaignPerformance card shows associated campaign data from Salesforce. Explore the dashboard andcreate an Einstein Discovery story that helps you improve prospect engagement.Create a Marketing Campaign Intelligence AppTo explore sales and marketing dashboards and lenses, create an app with the MarketingCampaign Intelligence (MCI) app template. As feature updates become available to the app,you must upgrade it.Marketing Campaign Intelligence DashboardsThe Marketing Campaign Intelligence app includes prebuilt dashboards to meet the needs ofeveryone on your sales and marketing teams. Each dashboard features several widgets thatoutline or visualize helpful metrics. Use global filters to focus the data on a time frame,campaigns, or accounts.5EDITIONSAvailable in: Enterprise,Unlimited, and DeveloperEditions with PardotPremium Edition or the B2BMarketing Analytics Plusadd-onAvailable in: Enterprise,Unlimited, and DeveloperEditions with Pardot Plusand Advanced Edition or theB2B Marketing Analytics Plusadd-on

Pardot AnalyticsCreate a Marketing Campaign Intelligence AppCreate a Marketing Campaign Intelligence AppTo explore sales and marketing dashboards and lenses, create an app with the Marketing CampaignIntelligence (MCI) app template. As feature updates become available to the app, you must upgradeit.1. From the App Launcher, select Analytics Studio.2. Select Create, and then select App.3. Select Marketing Campaign Intelligence, and then click Continue.4. After the checklist screen, enter a name for your app and click Create.5. Check your email for a notification that the creation process is complete.6. To refresh the data in your app, Schedule a Dataflow to Run Automatically.Dataflows are scheduled to sync every 24 hours by default. To make sure you have completedata, open Edit Connection Mode and schedule a periodic full sync.During app creation, CRM Analytics also generates predictions in the Einstein Discovery story“Improve My Prospect Engagement.” To access it, open Analytics Studio and filter by Stories.Keep an eye on the app header. When a new version of the Marketing Campaign Intelligence appbecomes available, a link to upgrade appears. You can reconfigure your app at any time.EDITIONSAvailable in: Enterprise,Unlimited, and DeveloperEditions with PardotPremium Edition or the B2BMarketing Analytics Plusadd-onAvailable in: Enterprise,Unlimited, and DeveloperEditions with Pardot Plusand Advanced Edition or theB2B Marketing Analytics Plusadd-onUSER PERMISSIONSTo manage an MCI app: B2B Marketing AnalyticsPlus AdminTo view MCI apps: B2B Marketing AnalyticsPlus UserANDCRM User, Sales User,or Service Userpermission setMarketing Campaign Intelligence DashboardsThe Marketing Campaign Intelligence app includes prebuilt dashboards to meet the needs ofeveryone on your sales and marketing teams. Each dashboard features several widgets that outlineor visualize helpful metrics. Use global filters to focus the data on a time frame, campaigns, oraccounts.Global filters on the Account-Based Marketing dashboard include Date Range, Salesforce CampaignName, Account Name. When you filter by Salesforce Campaign Name, connected Pardot campaignsare included. By default, the Archived Prospects filter is set to exclude archived prospects.EDITIONSAvailable in: SalesforceEnterprise, Unlimited, andDeveloper Editions withPardot Premium Edition orthe B2B Marketing AnalyticsPlus add-onCampaign PerformanceIn addition to the main global filters, the Campaign Performance card includes an Influence Model filter, which adjusts results by campaigninfluence model type. Opportunities on the Campaign Performance card are associated with a campaign influence record.The Campaign Performance card includes a total ROI percentage that’s derived from Revenue Share and Actual Cost fields. The graphshows won opportunities’ revenue share, grouped by close month. Select this card to reveal these widgets.6

Pardot AnalyticsMarketing Campaign Intelligence DashboardsWidgetTypeFormula or NotesDataset OriginCreated OpportunitiesValueNumber of opportunitiesMCI Campaign InfluenceCreated OpportunitiesSparklineNumber of opportunities bycreation date (month)MCI Campaign InfluenceCumulative Campaign Revenue GraphOver TimeRevenue share compoundedMCI Campaign Influencemonth over month using closeddateTop Campaigns: Revenue & Cost GraphValues via RevenueShare andActualCost fields, grouped bycampaign nameMCI Campaign Influence, MCICampaignsTop Campaigns: ROIGraphROI derived from revenue andcost valuesMCI Campaign Influence, MCICampaignsCampaign Performance ByCountryGraphTotal revenue share andexpected campaign revenue,grouped by billing countryMCI Campaign InfluenceAccount EngagementGraphNumber of campaign members MCI Campaign Membersper campaign, grouped byaccount nameCampaign DetailsTableRaw data filtered by wonopportunitiesMCI Campaign InfluenceCampaign EngagementIn addition to the main global filters, the Campaign Engagement card includes filters for Business Unit and Archived Prospects. You canalso filter this card by the Asset Type and Activity Type.The Campaign Engagement card includes a total engaged prospects value based on unique prospect IDs. The graph how many prospectswere created per month. Select this card to reveal these widgets.WidgetTypeFormula or NotesDataset OriginMonthly EngagementGraphNumber of assets accessed and B2BMkt Activity And Prospectactivities performed by month.Asset Engagement by Job Title MatrixNumber of engagementactivities for assets or actions,per job title of the associatedprospectCampaignsGraphNumber of prospects whoB2BMkt Activity And Prospectengaged with certain asset typesAsset TypesGraphNumber of unique prospectswho engaged with assets on aSalesforce campaign7B2BMkt Activity And ProspectB2BMkt Activity And Prospect

Pardot AnalyticsAccount-Based Marketing AppWidgetTypeFormula or NotesDataset OriginCountriesGraphNumber unique prospects in the B2BMkt Activity And Prospectdataset, grouped by billingcountryAudience DetailsTableRaw data filtered by activeprospectsB2BMkt ProspectAccount-Based Marketing AppThe main dashboard that comes with your Account-Based Marketing app includes metrics andgraphs, such as Top 10 values and expected revenue amounts. Use the Pipeline, Accounts, andClosed Opportunity cards to find valuable information about your accounts. On each dashboard,dive into any widget to filter data or open related records.Account-Based Marketing App DashboardsThe Account-Based Marketing app includes prebuilt dashboards that explore the characteristicsand performance. Each dashboard features several widgets that outline or visualize helpfulmetrics.EDITIONSAvailable in: SalesforceEnterprise, Unlimited, andDeveloper Editions withPardot Premium Edition orthe B2B Marketing AnalyticsPlus add-onSet Up the Account-Based Marketing AppTo explore account-focused dashboards and lenses, create an app with the Account-Based Marketing (ABM) app template. As featureupdates become available to the app, you must upgrade it.Account-Based Marketing App DashboardsThe Account-Based Marketing app includes prebuilt dashboards that explore the characteristicsand performance. Each dashboard features several widgets that outline or visualize helpful metrics.EDITIONSGlobal filters on the Account-Based Marketing dashboard include Close Date, Salesforce CampaignName, Account Name, and Account Billing State.Available in: SalesforceEnterprise, Unlimited, andDeveloper Editions withPardot Premium Edition orthe B2B Marketing AnalyticsPlus add-onNote: For best results, filter your dashboards with a relative date, such as Last Week orLast 90 Days.Pipeline ValueThe Pipeline Value card includes a total pipeline value and a chart of monthly revenue. It also provides results from Einstein Discoveryas Predicted Pipeline Value. Select this card to reveal these widgets.WidgetTypeFormula or NotesDataset OriginSales Activities and PipelineValueNumber of activitiesABM EventsSales Activities and PipelineGraphNumber of activities in openopportunities, grouped byaccount nameABM Events, ABM Opportunities8

Pardot AnalyticsWidgetAccount-Based Marketing App DashboardsTypeFormula or NotesDataset OriginInfluential Campaigns: Revenue ValueTotal revenue share for all won ABM CampaignsopportunitiesInfluential Campaigns: SpendValueTotal spend amount, viaCampaignId.ActualCost fieldABM CampaignsInfluential Campaigns: ROIValuePercentage ROI based onRevenue Share and SpendvaluesABM CampaignsInfluential Campaigns: Revenue GraphShareEach bar shows a campaign’sABM Campaignsassociated revenue share that’sbased on won opportunitiesOpen Opportunities by Account TableRaw data filtered by openopportunitiesABM OpportunitiesAccountsThe Accounts card includes a total number of accounts based on unique account IDs. The graph shows the number of accounts associatedwith closed opportunities, grouped by close month. Select this card to reveal these widgets.WidgetTypeFormula or NotesAccounts by RegionMapNumber of unique account IDs, ABM Opportunitiesgrouped by billing stateAccount Distribution: IndustryGraphNumber of opportunitiesgrouped by industryAccount Distribution:CampaignsGraphTotal revenue share, grouped by ABM CampaignscampaignsAccount Distribution: AccountTypeGraphNumber of accounts, groupedby account typeAccount Reach Over Time:AccountsGraph (line)Number of unique account IDs, ABM Opportunitiesgrouped by close date (month)Account Reach Over Time:AmountGraph (bars)Total opportunity amountABM Opportunitiesgrouped by close date (month)Open Opportunities by Account TableRaw data filtered by openopportunitiesDataset OriginABM OpportunitiesABM OpportunitiesABM OpportunitiesClosed OpportunitiesThe Closed Opportunities card includes a total number of won opportunities and a graph that shows those opportunities, grouped byclose month. Select this card to reveal these widgets.9

Pardot AnalyticsSet Up the Account-Based Marketing AppWidgetTypeFormula and NotesDataset OriginTop Opportunity Amount: ByIndustryGraphWon opportunity amountsgrouped by industryABM OpportunitiesTop Opportunity Amount: ByOpportunity TypeGraphWon opportunity amountsgrouped by opportunity typeABM OpportunitiesTop Opportunity Amount: ByRegionGraphWon opportunity amountsgrouped by billing countryABM OpportunitiesTop Accounts Won and Lost:Win PercentageGraphNumber of won and lostopportunities, also shown as apercentageABM OpportunitiesTop Accounts Won and Lost:NumberValueNumber of all closedopportunitiesABM OpportunitiesTop Accounts: WonGraphWon opportunity amountsgrouped by account nameABM OpportunitiesTop Accounts: LostGraphLost opportunity amountsgrouped by account nameABM OpportunitiesClosed Opportunity DetailsTableRaw data filtered by closedopportunitiesABM OpportunitiesSet Up the Account-Based Marketing AppTo explore account-focused dashboards and lenses, create an app with the Account-Based Marketing(ABM) app template. As feature updates become available to the app, you must upgrade it.EDITIONS1. From the App Launcher, select Analytics Studio.Available in: SalesforceEnterprise, Unlimited, andDeveloper Editions withPardot Premium Edition orthe B2B Marketing AnalyticsPlus add-on2. Select Create, and then select App.3. Select Account-Based Marketing, and then click Continue.4. Answer the setup questions, and then click Done.5. To access your ABM app, return to Analytics Studio, and then choose it from the Apps table.6. To refresh the data in your app, Schedule a Dataflow to Run AutomaticallyDuring app creation, CRM Analytics also generates predictions in an Einstein Discovery story. Toaccess it, open Analytics Studio and filter by Stories.Keep an eye on the app header. When a new version of the Account-Based Marketing app becomesavailable, a link to upgrade appears. You can reconfigure your app at any time.B2B Marketing Analytics GlossaryUSER PERMISSIONSTo create and customizeB2B Marketing Analytics Plusapps: B2B Marketing AnalyticsPlus AdminTo view B2B MarketingAnalytics Plus apps: B2B Marketing AnalyticsPlus UserFamiliarize yourself with common CRM Analytics terminology.10

Pardot AnalyticsB2B Marketing Analytics GlossaryAggregateA summary of the data based on a grouping. For example, sum of the amounts or count of rows of data, as in the initial explorationstate.AppIn CRM Analytics, an app contains dashboards, lenses, and datasets in any combination that makes sense for sharing your dataanalysis with colleagues. Apps are like folders, and let users control sharing and organize their data projects.DashboardA curated set of charts, metrics, and tables based on the data in one or more lenses.DatasetContains a set of source data that is formatted and optimized for interactive exploration.DimensionA qualitative value, such as region, product name, or model number.FilterYou can filter the data to narrow your results. For example, you can show only opportunities within a certain fiscal year. Filters includedwith B2B Marketing Analytics include: Date range Stage (Opportunity Stage) Tags (Pardot Tags)GroupYou can group the data by a specific dimension. For example: group by product name or account.LensA particular view into a dataset’s data. You use a lens to do exploratory analysis and visualization.MeasureA quantitative value, such as revenue or exchange rate. You can do math on measures, such as calculate the total revenue or minimumexchange rate.TemplateA framework for analytics apps that comes preset with KPIs and visualizations.VisualizationA visual representation of data, such as a chart, graph, comparison table, or pivot table.11

Pardot AnalyticsResourcesResourcesLooking for more information about B2B Marketing Analytics Plus? We’ve got you covered.EDITIONS Release Note: Account Based Marketing App Release Note: Marketing Campaign Intelligence App Learning Map: CRM Analytics Video:Getting Ready for B2B Marketing Analytics Plus (English Only) Video:Create and Use B2B Marketing Analytics Plus Apps (English Only) Webinar: Summer '20 Release ReadinessAvailable in: Enterprise,Unlimited, and DeveloperEditions with PardotPremium Edition or the B2BMarketing Analytics Plusadd-onAvailable in: Enterprise,Unlimited, and DeveloperEditions with Pardot Plusand Advanced Edition or theB2B Marketing Analytics Plusadd-on Trailhead: Einstein Discovery Basics12

Enterprise, Unlimited, and Developer editions with the B2B Marketing Analytics add-on Account-Based Marketing App A collection of templated apps that B2B Marketing Analytics Plus Included with Pardot Premium using Salesforce offer custom datasets Marketing Campaign from Pardot, and Intelligence App dashboards that Enterprise, Unlimited, and