If your company uses Salesforce, you also have access to their data analytics tools. The question is: Do you use them? For our UK Salesforce Studio Analytics Practice Lead, Joe Pickin, not incorporating Salesforce advanced analytics, data visualization, and AI capabilities into your Salesforce strategy is a huge missed opportunity.
 In the latest installment of our Salesforce Studio Spotlight series, Joe explains why companies shouldn’t underestimate the power of Salesforce Analytics and how he helps clients use such tools to get the most out of their data. Discover Joe’s insights by reading our conversation:
 Tell us about your role at Globant.
 I’m the analytics practice lead for the UK Salesforce Studio. I’m a subject matter expert in the Salesforce product suite, which includes Salesforce Analytics, CRM Analytics, Einstein, and Data Cloud. My job centers around helping clients scope and architect solutions that involve those tools, usually in big, complex projects with different clouds and data sources. The goal is to make the analytics function future-proof.
 There’s also a training element to my role. I host training sessions where I teach clients how to use Salesforce products and maximize their investment. Internally, I lead an initiative for people at Globant to help them build expertise in the platform.
What are some of the data challenges you help clients work through?
 Ultimately, we help clients get value from their data by making it actionable. Typical challenges include disconnected data, lack of trust, and the need to surface relevant insights. At the most basic level, we help clients automate manual processes using Salesforce Analytics and other data analytics tools.
 For example, in organizations implementing Salesforce for the first time, there may be a lot of manual compiling of statistics in spreadsheets or a monthly report that someone spends a week creating. The Salesforce suite automates that process, allowing companies to define their data feeds, standardize the format of that data, pull it, combine it, shape it, and feed it straight to a visualization. Also, it’s a far superior process as the data is fresh. It’s correct and trusted, with fewer mistakes than when processing it manually.
As companies mature, we help them on the journey from descriptive analytics (what is happening?) to predictive analytics (what could happen?) to prescriptive analytics (what should I do?). This process is easier than ever due to Salesforce’s investment in AI. For instance, Tableau Pulse automatically generates personalized AI insights on your data and tells you why something is happening in plain English. How cool is that?
 In the world of Salesforce transformations, in many cases, companies are overlooking the power of analytics. Some companies will spend hundreds of thousands on a big Salesforce project, taking the time to define processes, integrate the systems, and build a data strategy, only to rely on basic data reporting and visualization tools. You can get more valuable insights using Tableau or CRM Analytics. The very process of visualizing data helps things stand out in a much more efficient way.
 For example, one client used the data visualization features in CRM Analytics to track carbon emissions following a Salesforce implementation of Net Zero Cloud. By presenting the data differently, they quickly noticed that one project was responsible for most emissions. Visualizing the data more effectively helped convince the board to focus their efforts on this one project to create the most significant impact overall.Â
What brought you to Globant, and what do you like about it?
I studied math and statistics at university and did a graduate scheme in data analytics. That’s how I first learned Tableau. I ended up liking the tool and doing a lot of projects with it. Eventually, I became a Tableau Trainer as part of a program Tableau hosts for their customers.
 In 2019, when Salesforce acquired Tableau, a company called CloudShift, which Globant later acquired, wanted to build up its capabilities around that new product. I was their first Tableau hire, and I came on to help them start the Tableau practice. Over those 2.5 years, I was promoted from a Tableau consultant to the Analytics Practice Lead.Â
 What do you like about working for Globant?
 I am super impressed by Globant’s portfolio of customers and projects. Disney+ and FIFA—knowing that we are part of those brands’ success makes me proud. Â
 Another highlight is that Globant is very tech-focused. We are a digitally native company, and it shows. For example, everyone at the company was trained on AI well before everyone was talking about ChatGPT.
 I also love the international element. You go to the office with people from all over the world. Globers have fascinating backgrounds, allowing you to learn more broadly.
 Finally, having expertise in Salesforce Analytics sets Globant apart. Many companies offer Salesforce services, but only some are competitive on the analytics side. And that’s where so much value of the platform lies—in the data and the insights, being able to identify and apply them easily. With our Salesforce Analytics practice, we are one of the few consultancies with a team dedicated explicitly to Tableau, CRMA, Einstein, Data Cloud, and other analytics tools.
 What do you look for in new hires on your team? Do they need to have a background similar to yours?
 Not necessarily. I don’t focus on people’s previous use of the tool or their education but rather on the personal characteristics that will make them successful in a role involving analytics. Being intelligent, methodical, organized, curious, and analytical are essential traits.
 At the same time, as a consulting firm, people must have excellent communication skills. They need to be able to speak with clients and get to the bottom of what they need—for instance, asking the right questions and designing something that works for them. Curiosity and expertise, not only towards technology but also towards client service, are essential qualities.
 What’s next for you at Globant? What are you looking forward to in the coming year?
 I just returned from a several-month sabbatical. That’s something that quite a few people have the opportunity to do at Globant. People usually use their time to travel, but I spent mine learning Spanish. I’m settling back in now and looking forward to using my new language skills with some of my colleagues in South America.
Ready to join Joe and Globant’s team of Salesforce Analytics experts? Check out our open job positions today.Â
The Salesforce Studio Spotlight is a new Q&A series that showcases the tremendous talent of the Salesforce Studio team and the value they bring to our clients and the Salesforce partnership. This series features a diverse group of Globers across all geographies, levels, and positions. It highlights their unique contributions, achievements, and current projects and goals.
