CRM giant Salesforce has announced new innovations to Salesforce Marketing Cloud enabled by its recent acquisition of data management platform (DMP) Krux.

Among the new innovations is improved cross-channel ad delivery management, with Krux calculating the optimal ad frequency range for companies by testing and measuring the ads customers engage with and convert through.

Furthermore, marketers now have the ability to power digital ads across mobile devices and the web using data from anywhere within Salesforce, including Sales Cloud, Service Cloud and Commerce Cloud.

Salesforce has also introduced a new Einstein Journey Insights dashboard that allows marketers to understand what events and in what sequence lead to the most efficient conversion path by using data science to analyse hundreds of millions of data points.

Bub Stutz, CEO of Salesforce Marketing Cloud and the company’s chief analytics officer, said leading marketers understand that delivering relevant and valuable customer experiences is the best way to differentiate and drive growth.

“By bringing together Krux’s leading data management platform with the Salesforce Marketing Cloud, we’re uniquely empowering marketers to get smarter about their customers across any device or channel,” he said.

Derek Laney, head of product marketing for the Asia-Pacific region at Salesforce, said the company is not treating Krux as a “staged” asset and “milking it”.

“We’re essentially going to invest in it and try and speed up its development,” he told B&T.

“Initially, that’s going to be through delivering great innovations like the three we’re announcing today, but in the near future we’re going to look to use that asset to help track identity data across the Salesforce platform.”