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 attribution, 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 CRM databases.
This is a major public announcement for Google and Salesforce, that should unlock great new use cases for brands.