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‘CRM Analytics’ Salesforce’s new name for Tableau CRM

'CRM Analytics' Salesforce's new name for Tableau CRM

Salesforce has renamed Tableau CRM “Salesforce CRM Analytics,” and along the way has added new features and dashboards. Later this year, there will be industry-specific integrations, Slack apps, and the search analytics tool.

Features coming in the Summer 22 release, which will be rolling out to many Salesforce users in waves in June, include native CRM tools such as Slack integration that makes it easy to share, discuss, and make decisions based on analytics visualizations; Forecasting in Slack, which collects machine learning sales forecasts from Salesforce reports in Slack; and Search Insights, which makes dashboards and datasets more discoverable than Salesforce users with natural language queries.

Salesforce CRM Analytics started life as Einstein Analytics, which was renamed Tableau CRM in late 2020.

The rebranding is taking place in quick succession with other products, including the Salesforce customer data platform. It follows precedents where other products have been renamed to reflect the product’s functionality, rather than the acquired corporate brands such as Tableau or Datorama.

The company said in an email attributed to Amir Raouf, Vice President of Salesforce Product Management, that the rebranding shows users that Salesforce CRM Analytics is originally built for them.

Gartner calls such prepackaged, purpose-built machine learning analytics built into applications — as opposed to off-the-shelf data modeling packages that require more customization and code to set up and use — “augmented analytics.” Features like Salesforce CRM Analytics give end users the keys to machine learning using low-code or no-code tools, without involving data scientists, said Austin Crones, an analyst with Gartner.

Such a targeted approach to machine learning can produce usable business insights that can take a long time to extract from, say, traditional automated collaboration between enterprise data experts at Jupyter Notebook, Kranz said. These projects can take a lot of iterations to come up with insights that help achieve business goals.

“You can apply machine learning to anything — the problem is that just because it’s statistically related doesn’t mean it’s work-relevant,” Krons said. “Einstein was meant to make machine learning available to consumers; I think that’s where they saw their success.”

Salesforce Tableau CRM / CRM Analytics
Salesforce CRM Analytics, formerly Tableau CRM, adds Slack integrations that enable rapid sharing of sales data.

New features are here, and coming

Salesforce has also released other tools under the CRM Analytics umbrella coming in its Summer 22 edition, including a number of revenue information features for several vertical clouds, including Financial Services Cloud, Manufacturing Cloud, Consumer Goods Cloud, and Communications Cloud.

Net Zero Analytics, which takes data from business travel, purchases, vehicles, and a Salesforce user organization’s fixed assets—such as buildings and machinery—to calculate its carbon footprint and scoreboard is now available. Waste management can also be taken into account when calculating a company’s carbon footprint. Salesforce said the feature is for companies that want data to create net-zero emissions plans and measure their progress.

Kronz said Net Zero Analytics is interesting because, in the world of cloud computing, it’s hard for users to visualize the environmental impact of the things they do — because they often turn things on and off on digital consoles. Mapping analyzes to these processes could be a start toward capping and reducing emissions, and more sustainable computing. It is also in line with the larger trend underway in the cloud computing industry, where data scientists and vendors are working to make analytics work more effectively on smaller data sets to reduce time and energy expenditure.

Don Fluckinger covers enterprise content management, customer relationship management, marketing automation, e-commerce, customer service, and enabling technologies for TechTarget.

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