In June, Salesforce announced the next level of integration between Salesforce Marketing Cloud (SFMC) and Google Analytics 360 (GA360). Here, AKQA’s Judy Lee (pictured below) explains what this means for digital marketers.
In June, Salesforce announced the next level of integration between Salesforce Marketing Cloud (SFMC) and Google Analytics 360 (GA360). First, a bit of background: the Salesforce offering had historically been lacking in analytics capabilities. It has (amongst many things) an excellent e-commerce platform, marketing communications platform, and a market-leading DMP. However, until the strategic partnership with G-suite in late 2017, the analytics offering had been the missing link.
The new integration enables a host of exciting features, with what promises to be minimal implementation requirements for users of the two platforms. In summary, they are:
- Ability to tag emails from SFMC with a single click. This means everything will be tracked for easy attribution, as well as being able to create an audience in GA360 for actioning onsite.
- Ability to see email engagement and onsite analytics from a single dashboard in SFMC.
- Ability to create audiences within GA360 for acting on within SFMC.
These are things that were possible before, but required considerable time and technical resource investment on the part of marketers.
As exciting as this sound, what does it mean for marketers? I think a scenario would illustrate the power of this integration better.
Imagine you are a sporting goods retailer with a welcome series for new subscribers. Using the tagging mechanism, you quickly tag all emails in your journey with GA tracking codes so you can identify people who click through from their welcome email. As we know these users are subscribers, they do not see a ‘subscribe now’ lightbox when they click through, leaving them straight to their shop.
Now they are onsite, and GA360 picks up that they are browsing primarily in running shoes. The user gets placed into the ‘running’ audience segment, and this information gets sent to both Google Optimise and SFMC.
The user closes their browser without purchasing, so the next email they receive includes a spotlight on running shoes. The next time they visit the website, the homepage experience they see is tailored to focus on running shoes and apparel.
Even though it enables a high level of personalisation, the integration does not pass through personally identifiable information (PII), making it easier to support GDPR-compliance.
The integration enables a more frictionless experience for customers, which leads to higher revenue and helps to drive customer loyalty. I’m looking forward to seeing more organisations taking advantage of this to evolve improved customer experiences.
Key takeaways for marketers
- The new integration between SFMC and GA360 enables powerful functionality with a relatively low implementation barrier.
- Integrated analytics with a tick means less time spent on manually ensuring data is fed through, and more time on generating insights for optimisation and personalisation.
- Seamless data sharing enables more timely and better-integrated responses to customer behaviour across owned and paid channels.
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]