Salesforce debuts first digital marketing enhancements off the back of Krux acquisition

New integrations between the Marketing Cloud and DMP include ability to target digital advertising based on in-house customer data

Salesforce’s acquisition and integration of the Krux data management platform (DMP) into its Marketing Cloud is a sign that these data-centric adtech solutions are increasingly becoming core components in the martech stack.

That’s the view of Salesforce head of product marketing for APAC, Derek Laney, who caught up with CMO this week to discuss the first wave of features being offered to Marketing Cloud customers as a result of the acquisition.

Salesforce announced its US$700 million purchase of Krux, a six-year-old, San Francisco-based DMP vendor, in October. Several industry commentators described the deal as giving Salesforce a data-centric technology architecture that enabled it to create unified customer identities across all channels, extending its audience segmentation and targeting capabilities to the digital advertising environment.

The vendor unveiled three new digital advertising offerings this week off the back of the acquisition, all designed to take advantage of the coming together of the martech and adtech platforms and help marketers improve interactions with both existing customers and prospects.

Top of the list is cross-channel ad delivery management. This is based on the Krux platform calculating the optimal ad frequency range for campaigns by testing and measuring ads customers engage with and convert through. Ads can then be turned off oncean optimal frequency has been reached. Laney said this functionality is about helping its clients better manage customer journeys across all different types of digital media touchpoints.

The second new feature is the ability to target digital advertising activity using any Salesforce data from across the vendor’s pool of solutions, including Marketing Cloud, Commerce Cloud, Service Cloud and Sales Cloud. As an example, Laney said this will allow a marketer to turn off ads to a customer if they’re experiencing a service issue.

“Organisations have transactional information, they know customers purchased a product, so this enables you to turn off ads to that customer, or target them with content around complementary products that are more relevant to them right now,” he explained.

The third enhancement is a new journey insights dashboard, powered by Salesforce’s artificial intelligence offering, Einstein. The technology scours millions of data points in order to help marketers understand what sequence of events led to the most efficient conversion path for a customer.

As an example, the vendor said an ecommerce company might uncover that a video ad coupled with two display ads increases a customer’s likelihood to complete a transaction by a factor of two.

“You might have Facebook or mobile ads that are effective, but what is the effect of those combined and did that have a greater impact on customers?” Laney asked. “This capability is about seeing the combination that’s most effective.”

According to Laney, the unification of Salesforce’s and Krux’s two data sets is unprecedented in what it allows marketers to do.

“Krux has an analytical environment with 20 petabytes of data, Salesforce is the largest CRM platform in the world, so there’s a huge amount of customer information that clients can use to manage their own customers’ journeys,” he said.

“The aspiration for advertisers has always been to have a conversation with a customer. Now, with this type of technology on offer, it’s becoming possible. This has been a huge bringing together of these technologies to provide marketers with one platform that they’re able to use to create that consistent customer experience.”

Laney also believed integration of Krux into the Salesforce Marketing Cloud signals the expansion of DMPs to mainstream use. He noted early adopters of Krux have been the big brands with large media spend, who can achieve a higher ROI off the back of such a technology investment.

In its release, Salesforce also pointed to recent research by Forrester, which predicted marketers will integrate DMPs across their entire martech stack in 2017.

“As Krux becomes part of Salesforce and our customer success platform, what we’ll see is these types of technologies becoming available to everyone, as it becomes more understood, and as we improve ease of use and accessibility,” Laney said. “We’ll see this start to come down from something for big brands to something for every brand.

“Everyone wants to have that consistent experience, and in the future, I expect this to be a standard part of the marketing stack.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:+google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in