Google is opening up the ability for brands using its Analytics 360 tool to activate audiences outside of its ecosystem through a tie-up with Salesforce with brands including Ticketmaster already trialing the software.
The integration deepens the relationship between Google and the CRM-giant with the latter touting the ability to bring insights from both platforms together at the click of a button as a way to build and execute “more effective”, and more personalised, campaigns.
Effectively, consumer data from Google’s Analytics 360 product can now be combined with Salesforce data. Marketers will be able to view these combined insights in Salesforce Marketing Cloud; making it easier to analyse cross-channel insights in one place and tailor pushes accordingly.
The partnership between the two tech giants follows on from a co-op deal to pool data for advertisers which was announced at the end of last year and forms part of a wider partnership.
Ticketmaster is currently trialing the product with a view to rolling out across its wider marketing mix from the third quarter of the year.
On Wednesday (13 June), Salesforce also announced updates to its AI software Einstein including more pin-point segmentation and a tool called 'splits' which leverages machine learning to "create unique, personalised journey paths for each customer".