Marketing Campaign Insights

Marketing Campaign Insights Dashboard

Inspiration

We wanted to create a tool that makes marketing analytics more accessible. Many marketing teams struggle with scattered data, unclear ROI, and difficulty in making quick, data-driven decisions. Our goal was to use Tableau Next with Agentforce to simplify insights, enabling non-technical users to ask natural language questions and instantly get visual answers.

What we built

We built a Marketing Campaign Insights Dashboard powered by Salesforce data and Tableau Next.
The dashboard includes:

Metrics: Total Spend, Total Conversions, and Top Campaign ROI.
Visualizations: CTR by Campaign (Bar Chart), Spend Distribution by Channel (Donut Chart), and Conversions Over Time (Line Chart).
Agentforce Testing Concierge: To test natural language queries such as “Which campaign had the highest CTR?” or “Show ROI trends over time.”

How we built it

Connected data objects from Marketing Trailverse Data and Email Marketing Campaigns.
Defined primary keys and created calculated fields for CTR, Conversion Rate, and ROI.
Designed metrics with proper aggregation and formatting (e.g., \$ Spend, % ROI, integer Conversions).
Built visualizations in Tableau Next and aligned them into a clean dashboard layout.
Tested Agentforce by asking natural questions to ensure our calculated fields and relationships worked correctly.

Challenges we ran into

Choosing the right primary keys and ensuring data relationships were correct.
Formatting metrics (e.g., handling \$ prefixes, percentages, and cumulative sums).
Making sure the insights generated by Agentforce matched the business meaning (e.g., avoiding CTR > 100% or ROI miscalculations).
Balancing clarity for non-technical users with detail for analysts.

Accomplishments that we’re proud of

Successfully built a single dashboard that combines spend, conversions, and ROI into an easy-to-read story.
Created a consistent metrics formatting standard (\$, %, whole numbers) for clear communication.
Enabled natural language queries with Agentforce to make analytics accessible to business stakeholders.

What we learned

How to use Tableau Next’s new metric builder and cumulative aggregations.
Best practices in designing calculated fields that align with real business KPIs.
The importance of clean data modeling when using AI-powered assistants.
How natural language interaction (Agentforce) complements visual dashboards.

What’s next

Extend the dashboard to include revenue impact and multi-channel attribution.
Fine-tune natural language queries for more complex business questions.
Explore real-time campaign monitoring with automated alerts powered by Agentforce.