Google and Salesforce announce a major partnership at Dreamforce 2017
Last week was the 2017 edition of Dreamforce, Salesforce’s major yearly event in San Francisco. Salesforce and Google announced a major partnership, including making Google Cloud the preferred public cloud provider for Salesforce.
Among the various announcements, here are a few advanced built-in integrations between Salesforce’s Sales and Marketing Cloud and Google Analytics 360, with expected availability in H1 2018 at no extra cost:
- Sales data from Sales Cloud will be available in Analytics 360 for use in attributionattributionDigital attribution refers to a set of methods whose purpose is to reconstruct the digital journey that has led a client to conversion. This process aims to assess the efficiency of each of the channels used during a marketing campaign.Learn more, bid optimisation and audience creation, which aims at providing seamless online-to-offline measurement (though it can already be done alternatively).
- Campaign data from Analytics 360 will be visible in the Marketing Cloud reporting interface.
- Audiences created in Analytics 360 will be available in Marketing Cloud for activation via email and SMS.
- Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists. This will be useful to create audience exclusions for people who actively belong to CRMCRMCRM (Customer Relationship Management) refers to the methods, services and tools implemented by a brand to maintain and improve the quality of its relationship with its customers, with the aim of winning their loyalty.Learn more databases.
This is a major public announcement, that should unlock great new use cases for brands.
See Salesforce's official statement here and Google’s blog post here, and get in touch with us to learn more!