Visual Segment Creation to Data Cloud

Segmentation enables data analysts to curate relevant portions of data from their analyses in Tableau and seamlessly transfer them to Salesforce Data Cloud(Link opens in a new window). Once in Data Cloud, marketing professionals can use various platforms (such as Data Cloud for Marketing(Link opens in a new window)) to quickly take high-impact steps to boost marketing campaigns with ease.

About segmentation

Overview and examples

Segmentation that starts in Tableau provides a way for analysts to visually explore their audience (typically customers) and send data about relevant portions of the target population to Data Cloud. From Data Cloud, marketers can publish to other Salesforce clouds or platforms for further analysis and action.

To better understand the benefits of segmentation and how it works, let’s consider a likely use case. A data analyst reviewing an analysis of data about a recent marketing campaign in Tableau identifies a segment with lower engagement than the overall campaign audience. The data analyst knows this is an important subset of the overall data that the marketing team will want to address. So, the data analyst sends this low-engagement segment to Data Cloud.

From Data Cloud, a member of the marketing team (or marketer) can access the segment to get a filtered view of the campaign data related to the low-engagement group. With a focused snippet of the overall data, it’s easier for the marketer to determine the actions they need to take to improve engagement.

With an action plan in mind, the marketer publishes the segment on Salesforce Marketing Cloud or a similar platform where they created the original campaign.

In this example and similar scenarios, the data analyst benefits from the robust analysis capabilities in Tableau while efficiently handing off their findings to the marketer. The marketer benefits from accessing a targeted view of data that’s relevant to them that they can manage and send to the marketing tools they’re already using. Most importantly, the customers benefit from marketing campaigns that effectively reach them.

Workflow

With segmentation, you can streamline the collaboration between data analysts working in Tableau and marketers working in Data Cloud and connected marketing platforms. The typical workflow looks like:

  1. The data analyst uses a viz in Tableau to analyze and identify a subset of the customer data that’s relevant, meaningful, and actionable to marketers.

  2. The data analyst creates a segment of their audience data from their Tableau viz and sends it to Data Cloud.

  3. The marketer accesses the segment from Data Cloud. From there, they create a plan for acting on the segment data, and send it to their activation target. The activation target is typically a marketing platform or tool that the marketing team uses to manage marketing campaigns, such as Data Cloud for Marketing(Link opens in a new window).

  4. The marketer launches the marketing campaign from the activation target, and analyzes the campaign results from their platform of choice.

Learn more

To learn more about segmentation, check out these helpful resources:

Requirements for segmentation

License requirements

To create a segment in Tableau, data analysts need a Creator license for Tableau Cloud.

To publish a segment in Data Cloud, marketers need:

Data requirements

Data sources and connections

To create a segment, your data source(Link opens in a new window) must use a single direct connection to live data(Link opens in a new window) (no extracts) and your viz must use a single data source. Published data sources, multiple connections, and multiple data sources aren’t supported.

Data model configuration

When configuring your data model in Data Cloud, be sure to:

When configuring your data model in Tableau, be sure to:

  • Use a table that’s used only one time in the data source

  • Only use a single table in the logical layer (multiple logical tables aren’t supported)

  • Avoid including unions or custom SQL tables

  • Only use joins between DMOs that match existing Data Cloud relationships

  • Use join expressions that only include fields (calculations and multiple joins from a single table aren’t supported) and the equals operator (other operators aren’t supported)

When connecting your data model in Tableau to your data model in Data Cloud, you can recreate any necessary portions of the model using Tableau joins(Link opens in a new window).

Warning: There's a known issue when joining tables with duplicate field names. For example, to join a Unified Individuals table with an Individuals table, you must use an Individual Identity Link table. Each of these three tables include “Individual Id” fields. When attempting to link fields with identical names like this, you may encounter incorrect table connections or the join may simply fail.

Authentication

To create segments in Tableau, you must allow Tableau to connect to Data Cloud using the Salesforce Data Cloud connector. If the Data Cloud connector isn't already configured on your Tableau site, follow these steps(Link opens in a new window).

In the connected app, add the following scopes:

  • Perform ANSI SQL queries on Customer Data Platform data (cdp_query_api)

  • Manage Customer Data Platform profile data (cdp_profile_api)

  • Manage Customer Data Platform Ingestion API data (cdp_ingest_api)

  • Perform segmentation on Data Cloud data (cdp_segment_api)

User permissions requirements

To create a segment, work with your Salesforce admin to confirm that you have access to the following application programming interfaces (APIs):

Field requirements

When you create a segment, use fields in your filters that are either existing database fields (rather than fields created by Tableau), or groups(Link opens in a new window). Fields that are cast to other data types might cause errors.

The following types of fields aren’t supported in segment filters:

  • Measures with MEDIAN, PERCENTILE, or ATTR aggregations

  • Table calculations

  • Calculations

  • Bins

  • Groups based on sets, calculations, or combined fields

  • Tableau-generated fields, such as:

    • Metadata fields (measure names/values)

    • Generated map-related fields (latitude and longitude)

    • Table type fields (count of object or logical table)

  • Calculated insights

  • Clusters

  • In/out sets

Filter requirements

When you create a segment, multiple filters are applied based on your configuration. Segment filters can include a combination of data source filters, context filters, view filters, and filters based on your viz selection.

Use quantitative filters for:

  • A measure (with or without aggregation)

  • A range of dates

Use categorical filters for segments with individual values selected.

The following types of filters aren’t supported in segments:

  • Categorical filters with a top, wildcard, or condition filter

  • Relative to current date filters with anything other than date and year for next/last N

  • Relative to current date filters with anything other than date, month, and year for the current period

  • Date filters with Month/Day/Year

  • Date filters with date truncation

  • Date filters with a datetime exact comparison to another datetime

Relative date filters with a specified anchor date are supported.

Create a segment in Tableau

  1. In Tableau, select the desired portion of the data in your viz, and then right-click and select Publish Segment to Salesforce.

    A viz with a portion of data selected and the Publish Segment to Salesforce menu option selected

  2. Configure your segment in the Publish Segment to Salesforce dialog.

    Segment name is required. The name must start with a letter and can only contain alphanumeric characters and underscores. The name can’t contain consecutive underscores or end with an underscore, and spaces aren’t allowed. In Data Cloud, the segment name displays as the name that you specify in the Segment name field plus a timestamp of when you create the segment.

    Description is optional, but can help you and your colleagues to identify the segment in Data Cloud. There’s a 255 character maximum for the description.

    When you add filters in the dialog, the filter field names appear under Rules. As you add each filter, a segment population count displays. The population count represents the count of individual data points (typically customers) who meet your filter criteria. You can use the population count to verify that your segment is working as expected by confirming that the count is the same in Tableau and Data Cloud. Be aware that Tableau counts all individual records in your viz, but the segment only counts distinct individuals. To see distinct individuals in a Tableau viz that matches the segment count, use the Count Distinct (COUNTD) aggregated function.

  3. Click Publish. When the segment is published, a confirmation message appears with a link to view the segment in Data Cloud.

    Confirmation message showing segment was published with link to view it in Data Cloud

    If you receive an error after clicking Publish, confirm that you meet the requirements to publish to Data Cloud(Link opens in a new window) and check the status of your organization’s Salesforce instance(Link opens in a new window).

  4. In the confirmation message, click View in Data Cloud.

    For segments created in Tableau, you can modify the Segment Name, Description, and Publish Schedule in Data Cloud. To do so, click Edit Properties.

    You can’t revise a segment’s rules after you publish it. Instead, you must delete the segment in Data Cloud(Link opens in a new window) and create a new one in Tableau.

  5. From Data Cloud, your marketing team can publish the segment to the appropriate activation targets(Link opens in a new window).

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