On the back of its recent acquisition of Krux, Salesforce has rolled out new features to its Marketing Cloud that allow marketers to fine tune digital marketing campaign delivery and analysis.
The innovations are an early illustration of why Salesforce forked out $700 million to acquire the data management platform in October.
They allow marketers more control over cross-channel ad delivery, using data to optimise ad frequency and relevance, while unlocking full access to all of Salesforce’s customer data to improve how marketers target and engage with audiences.
There is also the addition of Einstein Journey Insights – an AI tool that uses hundreds of millions of data points to help marketers understand the most efficient conversion path.
Salesforce, the world’s largest CRM company, has a rich pool of data on known customers – those who have actively declared an interest in a product or service by signing up to loyalty programs, member’s cubs and so on.
The addition of Krux adds intelligence on unknown customers by collecting data on online browsing activity, behaviours and interests to build a user profile.
Each month, Krux interacts with more than three billion browsers and devices, supports more than 200 billion data collection events, processes more than five billion CRM records, and facilitates more than 200 billion personalised consumer experiences.
“Bringing together Salesforce and Krux means we can start to append the known and unknown data together and build up a much more interesting set of information so marketers can start to have relevant conversations and interactions with clients based on their interests and intent,” says Jo Gaines, managing director APAC (Krux) at Salesforce.
Gains says one of the major benefits to marketers will be to reduce wastage by delivering more relevant and effective messaging.
The technology has been trialed by brands including Anheuser-Busch InBev, ConAgra and JetBlue.
"Krux has enabled Conagra to move from a ‘one consumer, one message’ approach in our marketing to a dynamic targeted approach that allows us to test and learn what messages and strategies are resonating best with consumers in time to optimise our investments,” ConGara Brands marketing director Heather Dumford says.
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