After waiting for more than one year, Google finally announced that Google Analytics 360 audiences will be made available for activation in Salesforce Marketing Cloud in the next few days.
The new feature is Google’s response to marketers’ ‘complaints’ about the difficulty of piecing together offline and online customer interactions in order to see a complete view of a customer’s journey. This will greatly enhance the reach of Analytics 360 audiences to email, SMS, and push notifications.
What does this mean for marketers and analysts?
There are more than 250 site engagement dimensions and metrics in Analytics 360, which can be both a blessing and a challenge. By leveraging all this customization power, analysts and marketers are able to create precise audiences to deliver more relevant messages to their customers.
With the new sync potential of Analytics 360 audience within Google Marketing Cloud, marketers can work on personalized search and display ads, and deliver customized site experiences.
With the new addition, audiences in Analytics 360 will also be shared to Marketing Cloud, which means that marketers will be able to extract insights from Analytics 360 and use them to customize marketing cloud campaigns.
On top of connecting sales, marketing, and advertising data, for the first time, this will also empower marketers to deliver more timely and relevant messages via additional marketing channels, such as email and SMS.
Marketers will now have the full picture of what’s working and what isn’t as customers engage with their ads, websites, apps, emails, call centers, field sales teams and more.
“Let’s say you want to re-engage valuable customers who have just visited your site for the first time in a while. Now you can reach them directly by email soon after they leave your site. Simply create an audience of these users in Analytics 360 and share it with Marketing Cloud. Then, you can reach them in a Marketing Cloud email campaign that includes a special promotion to bring them back to your site and purchase”, according to Google’s press release for the update.
Marketers will also have a much more granular vision on the performance of their campaigns via another capability made possible through the integration: deeper campaign reporting.
In the past, accurately measuring the performance of email campaigns required manual tagging. Now the integration between Analytics 360 and Marketing Cloud enables marketers to automatically add UTM parameters to each of their emails, directly within the Marketing Cloud UI.
Analysts will now be able to connect customer site engagement from Analytics 360 into Marketing Cloud reporting and check metrics such as conversion rate or time on site.
This will drastically reduce the time it takes for marketers to report and to check their campaigns since everything will be displayed under a unified view.