I searched several sources for a response to this question and I believe you are correct that the current solutions are to utilize export services from Cvent and Marketo and then import into Tableau or to use a 3rd party integration. The suggestion as I understand it is to potentially build a Web Data Connector to either of these provider API's and this sounds like a reasonable thing to do although I do not see that anyone has done this yet. In addition, the only Tableau Idea that has been created touching on this is here: Integrate DataDirect Cloud with Tableau to access more data so you may want to create an idea for a native connector if you believe there would be significant interest.
Oh look, a topic I'm very interested in. :-)
I'm a product manager here at Tableau and interested in how people would like to see and understand their Marketo data in Tableau. Some things I would be interested in finding out are:
How do you use Marketo? For example which features you do or do not use to help run your business.
What challenges are you facing using the built in reporting capabilities?
Would you be interested in combining your Marketo data with other data sources for analysis? If so, what are those data sources?
You can reply in this thread or feel free to reach out to me directly at email@example.com
Thanks so much,
Tableau Product Manager
We wrote a C# module that makes a call to the Marketo API and brings the data into a data warehouse by scheduling that module with SSIS. This made the most sense for our client because they wanted to integrate the Marketo data with the MDM solution that we were creating for their customers. We were able to leverage a variety of systems to help generate lead lists based on customer attributes and activities.
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Tableau is getting closer to having a Marketo connector, in fact it's available in our beta program right now.
Take a look if you're interested, I'd love to hear your feedback.