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Salesforce Adopts Google Analytics 360 to Restructure Data Democratization and Digital Analytics

World’s biggest CRM maker, Salesforce is using Google Analytics 360 to refine its understanding of digital marketing analytics and website user intelligence metrics. Salesforce, which owns Customer 360 and Einstein AI, is leveraging Google Marketing Analytics and data warehouse BigQuery to modernize its approach to digital analytics and marketing intelligence.

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What is Google Analytics 360?

Google Marketing Platform is one of the most reliable and insightful technology stack for Marketing, and Advertising teams. With its easy-to-use tools and advanced analytics solutions, companies, big and small, are making incredible progress in their understanding of how Marketing and Advertising campaigns perform across multiple channels. Google Analytics 360 is part of Google Marketing Cloud.

Google Analytics 360 is the world’s most trusted web analytics platform which provides the most advanced tools and support to enterprise teams needed to derive actionable insights from their data. Google Analytics 360 integrates with Unsampled Reports, BigQuery Export, and Data Driven Attribution, in addition to all the standard Analytics features and reports. Salesforce has managed to integrate these tools with its Salesforce Marketing Cloud. The Salesforce – Google Marketing Cloud integration would empower marketing teams better craft personalized customer email journeys, and optimize the website experience and journeys across different channels.

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At the time of this announcement, Michael Andrew, Vice President, Data, AI, and Personalization said, “Salesforce’s move to Analytics 360 is a milestone in raising our digital maturity. The advanced marketing analytics capabilities of Google combined with the power of Salesforce’s CRM data will enable Salesforce’s marketers to make better decisions to drive ROI and customer success.”

How is Salesforce Using Google Analytics 360?

Salesforce marketing team has invested time and resources to train its employees in Google Analytics 360. The training involved working cohesively with the Google data warehouse and integrating this data with Salesforce’s own marketing cloud. the combination enabled the Salesforce marketing team to report performance across all Salesforce-owned sites, providing insights about their Marketing campaigns with better access to user engagement and audience acquisition analytics in near real-time.

Marketing teams have to see through numerous challenges — and one of them is the way audience groups behave on the website and their interaction with content. With Google Analytics, marketing teams can segment audience groups to deliver the most effective messaging experience that inspires personalized user-journey across all channels, including on mobile and social media.

Salesforce’s AI team worked on BigQuery model to unravel the hidden pattern in audience behavior using 50 different metrics. They used BigQuery’s K-means clustering model to train their own audience segmentation ML model and created 5 different personas based on these insights. Result: Each persona could be labeled accurately and distinguished from the others based on their interaction with the website and content experience.

Once audience segmentation is understood, the Salesforce marketing team augmented its performance of Marketing campaigns across channels to optimize its budget. From auto-tagging of content to UTM tags to labeling traffic sources, Google Analytics 360 enabled marketers to create interactive reporting dashboards to measure visitors, user engagement and campaign performance across channels. Combining Google’s data with Salesforce’s, the CRM maker can see how campaign traffic augments the quality of insights fed to its Customer 360 platform.

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