Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Data » Salesforce announces data integrations with Google Analytics 360

Salesforce announces data integrations with Google Analytics 360

A new partnership helps marketers connect online and offline data and create audiences for ad targeting.

Ginny Marvin on November 7, 2017 at 8:47 am

To help customers gain more insights into their marketing campaigns’ impact on the customer journey, Salesforce and Google have announced an arrangement to integrate CRM data with digital analytics and ad campaign data.

The integration with Google’s premium analytics platform, Google Analytics 360, is part of a larger strategic partnership with Google that was announced at Salesforce’s annual customer conference, Dreamforce, in San Francisco on Monday.

The analytics piece aims to bridge the gaps between offline and online customer touch point data across any number of channels — digital advertising, email, call center, sales teams and so on — to better understand which efforts are working and which are lagging behind.

Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud will now connect in four ways:

  • 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.

With the connection of Google Analytics 360 and Sales Cloud, Google Attribution 360 users will be able to include offline conversions in attribution modeling. Advertisers will be be able to combine Salesforce data (such as sales milestones or conversions) with behavioral data from your digital properties to create richer audiences and for smarter bidding.

From the announcement:

For example, if you’re a residential solar panel company and want to find new customers, you can create an audience in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager to reach people with similar characteristics. Or, create a goal in Analytics 360 based on leads marked as closed in Sales Cloud, and automatically send that goal to AdWords or DoubleClick Search to optimize your bidding and drive more conversions.

The integrations are expected to roll out in the first half of 2018.

Example of a customer journey funnel in Google Analytics 360 with website data (pageviews, leads submitted) and pipeline data from Sales Cloud (lead and opportunity stages). Users will be prompted to create a new audience segment.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: Overcome third-party data challenges for CX success

    Public wants to know where brands stand on issues, surveys show

    Why event technology is critical to marketing success

    HubSpot expands App Accelerator program internationally

    The power and limitations of universal IDs

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

DataPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.