Google’s Analytics 360 data analytics platform has been integrated with Saleforce’s Marketing Cloud.
The integration will give organizations a way to get better insights about their customers to boost the effectiveness of marketing efforts, Salesforce announced June 13.
Enterprises for example will now be to view customer data gathered from multiple sales channels in both Salesforce’s Marketing Cloud and from Analytics 360, in one place.
“Marketers can visualize how email, mobile and web interactions are performing—and most importantly, how they are impacting each other,” Salesforce’s vice president of product management Armita Peymandoust said in the statement announcing the integration.
Similarly, by importing Salesforce Marketing Cloud data into Analytics 360, marketers can get a better understanding of how well their marketing efforts are doing. They can see exactly to what extent their marketing content is influencing customer transaction decisions including purchases.
The macro trends that Analytics 360 unearths help organizations identify how well their marketing content might be doing in email campaigns, via online ads and on the website so marketers can optimize content for specific channels, Peymandoust stated in the blog.
In addition, starting the third quarter of this year, marketing teams using Salesforce’s Marketing Cloud will be able to create audience segments—such as loyalty members and category buyers—in Analytics 360. They can then create targeted marketing programs for those audience categories in Marketing Cloud.
For example, a consumer goods company could use audience data imported from Google Analytics 360 to identify people who frequently view products on their sites, but don’t decide to purchase them, Peymandoust notes.
For this audience segment, the company could then use Saleforce’s Marketing Cloud to develop a targeted marketing campaign aimed at driving greater conversions. “Marketers can deliver tailored web content to various audiences based on their interactions with Marketing Cloud campaigns through Google Optimize 360,” Peymandoust said.
Google has previously described the collaboration with Salesforce as designed to give companies a way to more easily combine offline and online sales, marketing and advertising data in order to derive better customer insights.
The integrated data for instance can help marketers better understand how customers are engaging with their products and how they are responding to marketing programs, according to Google. It can help marketers do things like exploring whether online leads for their products or services are resulting more from organic search results or are being driven through paid search.
The integration offers great visibility into the quality of leads generated by a marketing program as measured by the progression of a potential customer through the sales pipeline, the company has noted.
In addition to improving customer visibility the collaboration between Salesforce and Google will also allow companies to move Sales Cloud data from Analytics 360 into Google Cloud where they can take advantage of other Google analytics platforms like BigQuery, the company has noted. The in-built integration between Analytics 360 and Google’s media buying platform also offer additional ways for enterprises to find new customers, the company has noted previously.
