Google Analytics 360 And Salesforce 8211 The New Dream Couple
Management Summary
Link online and offline data – Analytics 360 & Salesforce
The first integration was presented in January 2018.Sales pipeline data from Sales Cloud(e.g. leads, opportunities) can nowimported directly into Analytics 360become. Seamlessly integrating data from the Salesforce Sales Cloud and the Salesforce Marketing Cloud into Analytics 360 opens up the possibility of directly connecting sales, marketing and ad data with each other for the first time and using them many times more extensively than before.
Through the partnership between Google Analytics and Salesforce, online and offline data can be linked – this opens up countless new possibilities!
Fully recognize and utilize the customer journey
The biggest challenge in marketing is…To map the customer journey as completely as possible. Gaps usually arise from offline customer interactions that have not been recorded. The Salesforce integration solves this problem. Offline sales data from the Sales Cloud can now be combined and further processed with digital analysis data. Onecomplete representation of the conversion funnelbecomes possible!
The biggest advantage of transparency in the customer journey is thisDerive measuresto be able to. Budget shifts and strategy changes can be decided on the basis of a (complete) database.
Additional benefits for Google Ads and Google Display & Video 360
Integration results in further developmentsAdvantages for Google’s buying platforms(the former AdWords/GDN and DoubleClick DBM) Completely new possibilities for bidding & Audience management and targeting!
Targeting along the sales funnel
By synchronizing the user status from the CRM, different campaign strategies can be applied along the stages, e.g.:
| system | Lead: Contact Online/Web |
Prospect: Offer Email/Salesforce |
Customer: Closed won Phone/Salesforce |
| Display & Video 360(DBM) | Pause speech | Adjust message, increase bidding | Get out of new customer campaign;
Regular brand contacts with low FC |
| Google Ads(AdWords) | Increase bidding | Keep bidding high | (depends on the contract,-) |
| Optimize 360 | Show references instead of contact teasers | Strengthen trust signals | Feature service pages |
In addition, the valuable user segments can also be used as templates for similar audience targeting.
This is how the Salesforce Google Analytics Connector works
From oneWeb lead formThe Sales Cloud leads and opportunities are generated and loaded using the Analytics 360 Tracking ID. The system automatically and regularly transfers this data from Salesforce to Analytics. From there, the data can be used by various buying platforms and performance tools.
The benefits of Salesforce data integration
- Performance tracking across all sales and marketing channels
- Complete visualization of the customer journey
- Data-driven adjustment of budgets
- Track Salesforce Milestones in Google Analytics
- Higher customer value through more precise remarketing audiences
What’s next?
To marketers stillto provide more informationAdditional Sales Cloud data will be made available in Analytics 360.For example:
- Data on sold products that make remarketing campaigns for cross- and up-selling more efficient
- Data to predict purchase probability
- Lifetime value data to analyze which channel brings the most valuable customers
And there is EVEN more
Those tooSalesforce Marketing Cloudis integrated with Analytics 360 – so the marketing measures that are controlled directly from Salesforce benefit from web analysis data and can be fine-tuned. Analytics segments can then be synced directly into Salesforce’s Journey Builder. As soon as this integration is live, you will find out all the details about it from us.
Game changer for companies
Displaying complete reports across the entire conversion funnel in Analytics without manual intervention has the decisive advantage:speed. A few hours or days per week that were previously necessary for manually linking the data can now be used sensibly. From the data can be like thisvaluable insights much easier and fastercan be generated – and they canCan be used directly for marketing with just a few clicksbe made.
In short: making full use of the possibilities brings a decisive competitive advantage!
