After the announcement at Dreamforce last year for the strategic partnership with Google, we have already seen some collaborative efforts, such as providing easier integration between Salesforce, Google’s G Suite and Google Analytics.
Babak Pahlavan, Senior Director of Product Management Analytics Solutions and Measurement at Google said: “We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more.”
More news on this was recently announced at Connections (the digital marketing and commerce conference run by Salesforce), one of these being that Salesforce now has integrated Marketing Cloud with Google Analytics 360, to use campaign data for tailored audiences and analysis. This is now also generally available.
Whilst you could use 360 data in Marketing cloud, this integration will make it easier, almost effortless, and all within one interface, no more switching between systems.
It allows you to create audiences in Google Analytics 360 and pass the IDs to Marketing Cloud so that it can be used over multiple channels. This includes commerce cloud, so for example; looking at the aggregated data a high number of views in specific products not yet purchased, within a few clicks you can create an anonymised audience and start them on an engagement journey.
Having web analytics data shared over to marketing cloud enables us to enhance individual brand experiences. Not only that, but being able to understand down to the details (content blocks) about what is performing better.
Bobby Jania, Vice President of Product Marketing for Salesforce reassured us that is 100% GDPR compliant, as only metadata or aggregated reporting results are being shared across.
Salesforce does know how to build up excitement and maximise announcements in their events, even only a few weeks ago we were already talking about the news on GetFeedback & Pardot. And certainly more to come, what’ll be next?