Salesforce has debuted fresh Google integrations along with machine learning-powered capabilities across its Marketing, Service and Commerce Clouds as part of efforts to improve the way brands build connected customer experiences through its platforms.

The biggest announcement arguably at Connections conference this week are new integrations between the software vendor’s Marketing Cloud offering and Google Analytics 360. These include the ability to pool Marketing Cloud and Google-based insights into one dashboard. The pair are also now pushing campaign data into Analytics 360, allowing users to tap into these insights in order to tailor Web content appropriately by seeing how granular content is performing.

The capabilities come off the back of an global alliance unveiled by Salesforce and Google at the former’s Dreamforce conference last November to bring Marketing Cloud together with GSuite and Google Analytics 360. At the time, the vendors outlined four key areas of focus: Expanding GSuite and Salesforce partnership for deeper product set integrations; seamlessly connecting Marketing Cloud with Analytics 360; the decision to use Google Cloud as a preferred public cloud provider for core services; and Google standardising on the Salesforce CRM platform.

In Q3, the vendors plan to allow marketers to directly create audiences in Analytics 360, such as abandoned buyers or loyalty members, then activate those via the Marketing Cloud for further tactical activity, such as re-engagement.

The alliance between Salesforce and Google was certainly greeted with interest by the many customers speaking to CMO at the time using both technologies. And two Australian companies – Open Colleges and Auto & General – were on-hand to welcome the latest integrations.

Open Colleges head of lifecycle marketing, Lawrence Daffurn, said insights from Google Analytics 360 said the combination of the two platforms helps drives smarter customer engagement.

“Previously, our marketing team had to do lots of manual work to understand customer insights across email, mobile, digital advertising and the Web. Now, we’re working more efficiently, analysing cross-channel customer behaviour in one intuitive dashboard,” he said in a prepared statement. “Common marketing activities that previously took our team a significant amount of time to manage is now automatic, freeing up my team to spend their time delivering insights back to the business instead.”

Auto & General director of marketing and digital, Jonathan Kerr, said separately, Google and Salesforce have been important to helping the insurance giant deliver meaningful customer experiences through marketing.

“What’s exciting about Google Analytics 360 coming together with Marketing Cloud, is that we can now better connect the dots between what our customers are doing in one channel and what they are doing in the next,” he stated. “It improves our understanding of each customer and enables us to meet them where they are at in their journey, with relevant campaigns and content whether that be through our email or website and beyond.”

However, Raab & Associates principal, David Raab, tempered the news with the comment that integration between Salesforce and Google hasn’t yet gone deep enough.





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