June 13, 2018
Salesforce Marketing Cloud Integrates With Google Analytics 360 to Transform Marketing Effectiveness
By Armita Peymandoust, VP Product Management, Salesforce
Let's take a deeper dive into how marketers can use these integrations:
Analyze Cross-Channel Engagement Data in One Place
Consumer insights from both Marketing Cloud and Analytics 360 can now be viewed in a single journey analytics dashboard in Marketing Cloud, giving marketers access to cross-channel insights all in one place. Now, marketers can visualize how email, mobile and web interactions are performing -- and most importantly, how they are impacting each other.
For example, a live entertainment and ticket sales company may want to create a new campaign to boost sales for their Summer concerts and sporting events. Within the journey analytics dashboard, marketers can see that there is a high rate of browse abandons, meaning customers are clicking through the email but not making a purchase. To solve this problem, the marketer can create a tailored browse abandon journey to re-engage those customers in a thoughtful way.
Create Messages that Resonate
Available as a pilot starting in the third quarter of this year, marketers will be able to create audiences -- like category buyers, loyalty members and abandoned browsers -- in Analytics 360 and then activate those audiences for engagement within Marketing Cloud.
For instance, a marketer from a consumer goods company views the Marketing Cloud dashboard with imported metrics from Analytics 360 and notices that certain products are getting frequently viewed, but not purchased. The marketer can then create an aggregated and anonymized audience of those users in Analytics 360, and easily publish it to Marketing Cloud. From there, the marketer can add that audience to a re-engagement journey to offer additional information or discounts via email, as well as mobile notifications.
Marketers can deliver tailored web content to various audiences based on their interactions with Marketing Cloud campaigns through Google Optimize 360. For example, marketers can create an Analytics 360 audience of users who have been sent an email campaign with a specific offer, then share that audience to Optimize 360 to create a custom web experience. When consumers click through to the brand’s website, the website content is tailored to that specific offer.
Make Smarter Decisions With Marketing Attribution
With Marketing Cloud data now available in Analytics 360, marketers can better understand marketing attribution by seeing how their content has influenced transactions, such as purchases. Marketers can now optimize their marketing content and channel mix by unearthing macro trends in consumer journeys. For instance, a popular retailer may notice that many users make purchases after engaging with the brand multiple times through email promotions, online ads and the brand’s website. From there, marketers have insight into how each channel contributes to purchases, tweaking their strategy to maximize conversions.
Be More Productive With Less Work
The integration of Marketing Cloud and Analytics 360 helps marketers take advantage of both products without the need to involve IT. Marketers can quickly authenticate to Analytics 360 from the Marketing Cloud and easily tag each email with the Analytics 360 campaign parameters.
“Changes the game for our marketing analytics.”
Companies including L’Oreal, Open Colleges and Auto & General are already seeing the benefits from this powerful integration.
“With the combined power of Google and Salesforce, we can analyze and optimize our consumer journeys in real time,” said Jason Kirchheimer, Head of Campaign & Loyalty Technology, L'Oreal. “Being able to leverage Google Analytics 360 data within the context of Salesforce Marketing Cloud changes the game for our marketing analytics.”
“With insights from Google Analytics 360 now available in Salesforce Marketing Cloud, we're able to drive smarter customer engagement,” said Lawrence Daffurn, Head of Lifecycle Marketing, Open Colleges, Australia’s leading online educator. “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, analyzing cross-channel customer behavior in one intuitive dashboard. 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.”
"Our team at Auto & General is always looking for ways to gain an edge,” said Jonathan Kerr, Director, Marketing & Digital, Auto & General Australia. “Separately, Google and Salesforce have been important to us in helping us deliver meaningful customer experiences through our 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. 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.
Where can I learn more?
Visit our webpage: www.salesforce.com/google.
Listen to our new podcast with Stefano Menti, a product lead for Google Analytics 360, Armita Peymandoust, Vice President of Product for Salesforce Marketing Cloud focused on Analytics and Einstein, and Jon Suarez Davis, Chief Strategy Officer for Salesforce Marketing Cloud.
Take the Get Started with Google Analytics trail on Trailhead.
We're publishing a series of articles focused on the future of customer experience in conjunction with Connections, June 12-14 in Chicago. For more insight, check out this 5-point checklist for exceptional customer experience; this article on why customer experience begins with understanding human nature; and this interview with Glen Hartman of Accenture on the power of empathy in creating personalized customer experiences.