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November 8, 2017

More Cross-Channel Options for Salesforce Marketing Cloud

Salesforce Integrates with ThunderheadONE Customer Data Platform


Customer data-related announcements from Salesforce Marketing Cloud yesterday included integration with Google Analytics 360 for cross-channel customer tracking, bidirectional integration of first party data between the Salesforce DMP and its email engine, and integration with ThunderheadONE for real time interactions and next best action recommendations. The Thunderhead announcement got little airtime but could be most important of all: Thunderhead is a full-blown Customer Data Platform and might give Salesforce customers a proper CDP option, which Google Analytics and Salesforce DMP will not. Whether that actually happens depends on how much emphasis Salesforce’s own sales people put into selling Thunderhead.

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Cross-Device Tracking Essential for Personalized Journeys: Criteo Study


It’s unlikely that anyone reading this newsletter needs convincing that tracking customers across channels is important. But if you’re looking for a factoid to support your opinion, how about this: 41% of desktop transactions are preceded by a click on another device. This means attribution that ignores cross-device identities is crazily inaccurate. Data comes from a Criteo analysis of billions of transactions across 5,200 retail businesses. Lots more about mobile, shopping apps, omnichannel, and hot topics.

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