Elk On- & Offline Synchronisation
Intro
By synchronising Salesforce Sales Cloud and Google Analytics 360, e-dialog succeeded in bringing together online and offline activities for Elk in order to generate insights for further projects.
Goals
- Acquire more new customers
- Reach new target groups
- Reduce Google Ads spend in the process
Our customer journeys are long and complex. The integration of our offline sales data and online behaviour offers us the possibility to enlighten this black box and generate actionable insights.
Gerald SmechMarketing Director, Elk Fertighaus GmbH
Strategy
- Native integration of Salesforce Sales Cloud
- Custom solution for synchronisation between the newsletter tool and Analytics
- Ensure GDPR compliance
Measures
The Salesforce Sales Cloud CRM and Analytics 360 were synchronised in two steps: the first step was the native integration of Salesforce Sales Cloud, in which changes to the sales stage were synchronised with Analytics almost in real time. Second, e-dialog implemented a custom solution for synchronisation between Elk’s newsletter tool and Analytics. Using an interface and API based on PHP scripts, the CRM IDs were transmitted to Analytics with each newsletter. This combination enables a fully synchronised integration.
Throughout the entire project, GDPR compliance was ensured by using only data for which the user had given consent.
Results
By integrating Salesforce Sales Cloud and Analytics 360, e-dialog was able to combine Elk’s offline sales data with its online marketing activities. This synchronisation enabled the tracking of offline-generated leads. In addition, online behaviour can be used for newsletter campaigns and offline sales activities. This holistic approach creates a basis for targeting online implementations and attributing website content and campaigns.
- Holistic ecosystem
- % Synchronised data
- Well-integrated tools
