On January 17, 2018, Google has announced the first of its integrations between Google Analytics 360, Salesforce Sales Cloud, and Salesforce Marketing Cloud, aimed at seamlessly connecting sales, marketing, and advertising data for the first time.

This first integration consists in the ability to directly import into Analytics 360 sales pipeline data from Sales Cloud (e.g. leads, opportunities). According to Google, enterprises such as Rackspace and Carbonite are already benefiting from this integration, “saving hours piecing together data and reaching new, more valuable audiences.”

According to the press release, with the built-in connection between Analytics 360 and BigQuery, Google Cloud’s enterprise data warehouse, marketers can also easily move Sales Cloud data from Analytics 360 into Google Cloud to join it with other datasets and unlock BigQuery’s powerful set of tools for identifying insights.
The google statement also pointed to two clients already benefiting from the integration:
The first, Rackspace, is a provider of managed cloud services that relies heavily on digital marketing channels to capture interest from potential customers and drive new business. Rackspace has been beta testing the Sales Cloud to Analytics 360 integration and the team has already seen significant benefits from connecting their sales pipeline reporting to their digital marketing analytics.

“Being able to easily see our sales pipeline data in Google Analytics and get complete funnel reports with no manual work has been a game changer. We’re now able to quickly diagnose changes in lead volume and quality, and trace them back to our marketing investments in a way that was not possible before.
We’re getting better insights into our marketing performance and getting those insights much more quickly than when we were trying to stitch this together manually — saving 8-10 hours each week and reducing the lag from importing offline conversion data from 4-6 weeks to virtually real-time. People are doing backflips over this!” said Lara Indrikovs, Senior Manager, Digital Insights & Analytics.

The second, Carbonite, offers cloud data back-up services that help protect personal and business data from data loss. Carbonite has also been beta testing the Sales Cloud integration and is gearing up to change their media activation strategy to take advantage of the new insights that are now available to them.

“We’re really excited about the opportunity to leverage Salesforce data in Google Analytics and our AdWords media campaigns. This will allow us to activate pipeline acceleration and lookalike prospecting campaigns based on the profiles of companies that achieved key milestones in our customer lifecycle after becoming a lead. We expect this new approach will improve our ROI by shifting our targeting capabilities towards more valuable leads and opportunities.” stated Norman Guadagno, SVP of Marketing.
Over the next few months Google is planning additional Sales Cloud data available in Analytics 360:

  • Product-specific data will make it possible to run remarketing campaigns that present cross-sell or up-sell offers to customers based on products previously ordered
  • Data predicting the likelihood of lead conversion will let marketers create audience lists of prospects who have a high likelihood of purchasing, which can be used for remarketing (to move people along the sales funnel) or prospecting
  • Lifetime value data can be used as a diagnostic tool to provide insight into which marketing channel brings in the highest value customers

Image source: Salesforce

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