Jose Llinares
Salesforce and Google Analytics 360: closer to the user's full knowledge

One of the big ads of this edition of Dreamforce 2017 was the integration of Salesforce and Google Analytics 360 It may seem more news, but it is a significant example of the road to integration between disciplines aimed to understand the overall behavior of the to offer you one better experience, new walls that go down and bring us closer to the end to work in an integrated way the cycle of a client that is the objective we must pursue.

Salesforce Analytics 360

And why we highlight above all this news? Google Analytics is the majority of web analytics (and in the 360 version) tool for large customers, it is the tool where we have focused to get to know the behavior of the user, where we spent many hours analyzing to make you buy more, knowing that campaigns are most effective and which content you are interested in, but many times we lost the data of final sale, especially for those products whose purchase process is complex and therefore does not occur online (mortgages, Masters, cars) for example or shopping that occur offline. That is the loss of much information and who has a lot of that information? As in many cases, Salesforce had it.

It is important to understand Salesforce as a tool that goes beyond a CRM, Salesforce and all their suite is all its ecosystem services and tools that go to the complete management of a client's life and therefore those who work from this platform (and We are talking about many corporations) have data on the behavior of selling real customer, who crossed with Google Analytics data allows us to much more real insight into the behavior of purchase by the user, in the same way as for Salesforce incorporate the behavior of users within the website (usually the hub of the digital strategy) enriches the possibilities.

At the end this collaboration is based on a simple principle: data flow in both directions, since more information sharing results in a better understanding of the customer and therefore a better decision making. And what are these advantages?

Gain knowledge of the user.

Integrating data from behavior on the web, sales and offline actions allows us to have a more complete vision, joining parts of the behavior of the user before were not concerned. So, can create "funnels" of conversion Analytics 360 which include data visit to "lead" by adding real data of the "lead" for sale (which are usually on the Salesforce Platform).

In the same way including details of purchase "offline" (again in Salesforce) we may be able improve our models of attribution.

From Salesforce tool having integrated analytics data, it allows us a vision much more quickly and easily from our email campaigns with Marketing Cloud.

Salesforce integra datos Google 360

Improve the accuracy of our communications.

Many of the brands working with Salesforce also incorporate the suite of Marketing Cloud, a Salesforce product oriented to create a flow of communications (e-mail, SMS, push notifications, ads...) relevant throughout the life of the customer, the pillar for the relevance of communications tends to be based on a relevant audience segmentation, as well, now we will be able to generate audiences within Marketing Cloud and your "journey builder" based on the behavior of the user on our website ("trackeado" via Google Analytics), i.e. to create audiences for those people who added to your shopping cart purchase but not purchased, or those who downloaded the information booklet.

Overview.

All of the detail does not leave us see the panoramic photo to level, we are moving ahead slowly but surely to break the silos of information and working to the end in a coordinated way to offer the best experience to our customers and in this case we are talking of uniting two very relevant worlds, which are now a bit closer.

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