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Salesforce Starts Integrating Krux for Cross-Channel Advertising and Analytics

Unlike most Data Management Platforms, Krux has expanded beyond anonymous cookies to build cross-channel identities with personally identifiable data such as customer records from CRM systems.  So it added a huge potential to the Salesforce Marketing Cloud when Salesforce purchased Krux last month.  Some of that potential was fulfilled yesterday with three new capabilities: tracking ad impressions to individuals across channels for frequency caps and such; using any Salesforce data to define Krux audiences for mobile and Web advertising; and using Krux data in AI-powered “Einstein Journey Insights” dashboards.  This sounds like a Customer Data Platform but Krux data isn’t necessarily available to systems outside of the Salesforce Marketing Cloud.

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Profitero Expands Coverage of Online Consumer Product Sales

December 15, 2016

Profitero tracks consumer purchases from online stores, making it sort of the online equivalent to IRI.   The company had no real news other than reporting it continues to grow: it now tracks 450 million consumer products daily, compared with 300 million a year ago, and covers 5,000 online stores compared with 4,000 last year.  Its data lets clients compare their own sales with competitor sales, which they can use to estimate the impact of marketing programs on results.  Attribution again!

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Google Plans New Consumer Controls Over Targeted Ads

May 13, 2022

Google will give consumers more control over the ads they see, replacing current Ad Settings and About this Ad options with My Ad Center later this year .  The unified offering will let users specify the brands and topics they want to see, change personal information used to target ads, and make it easier to see who paid for an ad they are viewing.  It’s doubtful many consumers will bother with the settings but the features give more control to those who care.

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