June 14, 2018

Salesforce deepens cloud and data alliance with Google

The alliance seeks to share data between Google Analytics 360 and Salesforce Marketing Cloud to enhance user’s experience.

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CRM and cloud company Salesforce have extended their partnership with Google in a bid to share data between their respective offerings Salesforce Marketing Cloud and Google Analytics 360. As per the terms of the deal, both entities will be sharing each others web analytics data with their marketing personnel to facilitate customized user experience.

Salesforce say that a large part of their Marketing Cloud customers rely on Google Analytics 360 to track key metrics like web traffic, customer behaviour as well as acquisition. They say that marketers are able to derive insights and come up with better strategies to execute their marketing goals with this analytics tool.

By extending their relationship with Google, Salesforce say that consumer insights from both Marketing Cloud and Google Analytics 360, will be brought together into a single analytics dashboard inside Marketing Cloud. Parallelly, Salesforce claim that Market Cloud‘s data will also be viewed inside Google Analytics 360 for attribution analysis to deliver better customized experiences.

Speaking about this alliance, Bobby Jania, VP of Product Marketing at Salesforce, commented:

Now, marketers are able to deliver meaningful consumer experiences powered by the world’s number one marketing platform and the most widely adopted web analytics suite.

For the first time ever audiences created inside the Google Analytics 360 platform can be activated outside of Google. So in this case, I’m able to create an audience inside of Google Analytics 360 and then I’m able to activate that audience in Marketing Cloud.

Salesforce also clarified that they won’t be sharing any personal data that may not toe the line with GDPR regulations that came into effect from 25th May 2018. Jania further added:

What we’re [we’re sharing] is either metadata or aggregated reporting results. Just to be clear there’s no personal identifiable data that is flowing between the systems so everything here is 100% GDPR-compliant.

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