Last Fall at Dreamforce, Salesforce announced a deepening friendship with Google . That began to take shape in January with integration between Salesforce CRM data and Google Analytics 360 and Google BigQuery. Today, the two cloud giants announced the next step as the companies will share data between Google Analytics 360 and the Salesforce Marketing Cloud.
This particular data sharing partnership makes even more sense as the companies can share web analytics data with marketing personnel to deliver ever more customized experiences for users (or so the argument goes, right?).
That connection certainly didn’t escape Salesforce’s VP of product marketing, Bobby Jania. “Now, marketers are able to deliver meaningful consumer experiences powered by the world’s number one marketing platform and the most widely adopted web analytics suite,” Jania told TechCrunch.
Brent Leary, owner of the consulting firm CRM Essentials says the partnership is going to be meaningful for marketers. “The tighter integration is a big deal because a large portion of Marketing Cloud customers are Google Analytics/GA 360 customers, and this paves the way to more seamlessly see what activities are driving successful outcomes,” he explained.
The partnership involves four integrations that effectively allow marketers to round-trip data between the two platforms. For