Salesforce upgrades its Marketing Cloud with Krux's acquisition
Salesforce, the CRM company, today has announced new innovations to the Salesforce Marketing Cloud based on its recent acquisition of Krux, a data management platform (DMP). This has improved cross-channel ad delivery management, ability to power digital ads using any data and AI-powered Einstein Journey Insights dashboards enable marketers to segment and activate audiences.
With the addition of Krux, Marketing Cloud has extended its audience segmentation and targeting capabilities to power precise digital marketing at scale. Now, marketers can capture data from any source, including existing customer data in Salesforce, to unify, segment, and activate audiences for smarter digital advertising. In addition, companies can leverage Marketing Cloud’s Einstein AI capabilities to process billions of profiles and trillions of customer engagement events to reveal new, high value segments.
“Leading marketers understand that delivering relevant and valuable customer experiences is their number one way to differentiate and drive growth. By bringing together Krux’s leading data management platform with the Salesforce Marketing Cloud, we’re uniquely empowering marketers to get smarter about their customers across any device or channel,” said Bob Stutz, CEO, Marketing Cloud and Chief Analytics Officer, Salesforce.
New innovations in Salesforce Marketing Cloud
- Cross-channel ad delivery management: Krux calculates the optimal ad frequency range for companies by testing and measuring the ads. This empowers marketers to optimize advertising spend and ROI by delivering the right number of ads before campaigns become annoying or ineffective. For example, targeted ads delivered by an automotive company to prospective buyers will automatically cease when an optimal frequency has been reached.
- Digital advertising powered by any Salesforce data: Marketers have the ability to power digital advertising across mobile devices and the web using data from anywhere within Salesforce, including Sales Cloud, Service Cloud, Commerce Cloud.
- Einstein Journey Insights: The new Journey Insights dashboard allows marketers to understand what events and in what sequence lead to the most efficient conversion path by using data science to analyze hundreds of millions of data points. For example, an e-commerce company might uncover that a video advertisement coupled with two display ads increases a customer’s likelihood to complete a transaction by a factor of two.