Back in November, Google announced a partnership with Salesforce, which would involve a series of integrations between the two companies that would enable customers to integrate sales, marketing, and advertising data from the Salesforce Sales Cloud platform into Google Analytics 360.
The first of these integrations, which was recently introduced on the Google Analytics Blog, enables users to import sales pipeline data from Sales Cloud into Google Analytics 360, including various types of data related to potential leads and opportunities for sales. This can enable organizations to better visualize how customers are driven to make purchases so that they can improve the process, better engage customers, and ultimately lead to an increase in conversions.
What’s more is that this new integration can even be used to gather insights from offline conversions that are tracked using Salesforce, which, when combined with analytics from digital transactions and movements, can provide a great deal of information on how the customer was led to make the transaction chosen.
And for those organizations that use Google’s BigQuery data warehousing service, there is also the option to import the data from Sales Cloud into BigQuery, enabling organizations to take advantage of the analytics tools that are available to BigQuery users as well. This would allow for a variety of further insights to be drawn from the data collected not only from Sales Cloud, but also from any other sources that feed into the cloud-based data warehouse.
Over the next few months, Google will be working to make additional Sales Cloud data available in Google Analytics 360, including data on specific products, statistical data related to the likelihood of converting sales leads, and lifetime value data to aid in determining which marketing channels bring in the customers that are worth the most to an organization.
While only certain data streams are available in the current integration between Sales Cloud and Google Analytics 360, the combined analytics tools available with this integration could prove highly useful for studying customer behavior and ultimately learning how to generate more conversions. In fact, companies like RackSpace and Carbonite have already started using this new integration and, as noted on the Google Blog, are optimistic that this new service can provide a lot of value to them.
Perhaps one of the most important things that marketers and managers must keep an eye on when running a business is what leads customers to make purchases. Whether that be a strategically placed ad, a suggested product, or a sale or clearance, gathering and analyzing all of this data can sometimes be a challenge. However, combining the data available in Salesforce’s Sales Cloud with Google Analytics 360 and Google’s BigQuery services can enable businesses to be better able to find out what drives customers to them and what ultimately leads them to make a purchase. By leveraging this data, businesses are in a better position to ensure that one conversion becomes multiple and that customers come back again and again.