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December 15, 2016

Salesforce puts Krux acquisition to work with Marketing Cloud advances

New features will include Einstein capabilities.

By James Nunns

Salesforce is giving marketers an early Christmas present with additional features for its Marketing Cloud.

The additions are based on the company’s recent acquisition of Krux, a data management platform that the company acquired for $700 million back in October.

The updates to the Marketing Cloud include improved cross-channel ad delivery management, the ability to power digital ads using any data in Salesforce and AI-powered Einstein Journey Insights dashboards that the company says will enable marketers to segment and activate audiences.

The cross-channel ad delivery management capability relies upon Krux technology that calculates the optimal ad frequency range for companies. It does this by testing and measuring the ads that customers engage with and convert through.

This data should allow marketers to optimise ad spending and return on investment by delivering the right numbers of adverts before campaigns become annoying or ineffective.

Salesforce’s second addition is to allow marketers the ability to power digital

krux-screenshot-15advertising across mobile devices and the web using data from anywhere within Salesforce, including Sales Cloud, Service, Cloud, Commerce Cloud and more.

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This means that a retailer for example can better target prospects where they don’t yet have a direct relationship.

Marketing Cloud is also getting Einstein Journey Insight, a dashboard that should help marketers to understand what events and in what sequence lead to the most efficient conversation path. That’s made possible through the use of data science to analyse hundreds of millions of data points, said the company.

Bob Stutz, CEO, Marketing Cloud and Chief Analytics Officer, Salesforce, said: “Leading marketers understand that delivering relevant and valuable customer experiences is their number one way to differentiate and drive growth.

“By bringing together Krux’s leading data management platform with the Salesforce Marketing Cloud, we’re uniquely empowering marketers to get smarter about their customers across any device or channel.”

The new additions are all generally available today.

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