Google Analytics 360 + Salesforce
By: James Eichman-Doud
As a student in the Analytics course at UW-Stout and a marketing professional, I learned how important analytics truly is to a business. Google Analytics is a tool that we used in class as well as the analytics tool I implemented as a marketing specialist. Google Analytics allows us to view the success of a website as well as uncover certain insights as to why customers leave a certain form, how long they are on the site, where they came from, ultimately showing us a bigger picture of our online success. These tools help us make smarter decisions as to how to reach our customers online and visualize how they engage with our online marketing efforts.
Beyond my Analytics course, another course called Information Systems for Enterprise helped introduce me to the world of Customer Relationship Management (CRM) software. One of the big powerhouses in the CRM world goes by the name of Salesforce. A CRM allows companies to store customer information, accounts, leads, and sales opportunities in one system. It gives departments the option to be more organized and stay informed which allows a company to give customers the ultimate customer service experience. CRM’s also give companies the option to automate everyday tasks such as sending forms, reports needing to be sent, or even legal issues being ironed out; as well as tracking multiple communication mediums such as email, calendar, or phone calls. This provides a trackable experience that allows a company to see the success of their marketing, sales, and service teams.
Both of these tools are important for a business to at least consider implementing. Since the beginning of the digital world, there hasn’t been an effective way of seamlessly connecting online marketing efforts with marketing efforts such as email marketing campaigns or phone call inquires. This hinders seeing the full reach of an online marketing campaign. For example, a company might showcase a Facebook ad and while Google Analytics has the ability to track the success if a customer decides to click on the ad, Google Analytics misses out on the opportunity to track if the customer opts to call the company directly…. until now.
Google Analytics 360 has partnered with a third party for the first time ever – Salesforce. The merging of these two powerhouses are expected to be released in the beginning of 2018 and provides companies with the ultimate premier analytics tool. There are four specific deliverables resulting in this partnership and they are:
“1. Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation.
2. Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance.
3. Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS.
4. Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists.”
This type of partnership is iconic in the way that it now gives companies (who decide to take advantage of these systems) the ability to fully see the customer’s path from awareness to conversion and retention and provide insights as to when to engage them on their journey. This integration also gives salesforce customers the ability to take full advantage of Google’s “G-Suite”. The G-Suite includes: Gmail, Google Sheets, Google Drive, Google Calendar, and Hangouts Meet. In the most basic sense, Google has become Salesforce’s preferred email and productivity partner and Salesforce has become Google’s preferred CRM Provider.
This partnership, no dubitably, will make waves in 2018 and I’m looking forward to see how it will impact the way we view data, analytics, and insights as a whole.
Aytay, R. (2017, November 6) Salesforce and Google Form New Global Strategic Partnership. Retrieved from: https://www.salesforce.com/blog/2017/11/salesforce-google-form-strategic-partnership.html
Pahlavan, B. (2017, November 6) Google Analytics 360 + Salesforce: A powerful Combination. Retrieved from: https://analytics.googleblog.com/2017/11/google-analytics-360-salesforce.html
Salesforce (2017, August 16) What is CRM? Retrieved from: https://www.salesforce.com/blog/2013/01/what-is-crm-your-business-nerve-center.html
Software Advice (2017, August) CRM Software. Retrieved from: https://www.softwareadvice.com/crm/