A new strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud, announced on Monday, at the Dreamforce that will give clients a complete understanding of how their marketing campaigns perform as customers engage with their ads, websites, apps, emails, call centers, field sales teams and more.
“These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used,” writes Google. “These integrations will quickly enable them take action, engaging them at the right moment.”
With connections between Google’s digital analytics solution and Salesforce’s customer relationship management (CRM) platform, customers when using Attribution 360, will enable to include offline conversions in their attribution modeling for a more complete view of ROI for each of their marketing channels.
In addition, customers will also be able to combine Salesforce data such as sales milestones or conversions with behavioral data from their digital properties to create richer audiences and for smarter bidding.
And, you’ll also be able to use customer insights to take action in marketing channels beyond Google’s ad platforms, such as email, SMS or push notification.
Here’s what the Analytics 360 connection to Marketing Cloud enables:
- Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation
- Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance
- Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS
- Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists
In the example screen below, a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages), as well as the example also shows a prompt to create a new audience segment to take action:
These new joint capabilities will become available beginning in 2018.