Know your customers like never before by integrating Salesforce data into Adobe Analytics.
Revealing The Customer Journey
As marketers, we crave to understand the customer journey in order to provide true personalization that our prospects will appreciate. Being able to see actual customer journeys is dependent on one major key: data integration.
John Copeland, VP of Marketing and Customer Insights at Adobe, recently said in an article:
“It’s better for the customer experience overall if companies have an integrated view of the experience that individual customers are having. This single view lets companies optimize for the benefit of the customer, which ultimately yields benefits for the business.”
Adobe Analytics is powerful in terms of being able to show what happens on your website. For a visitor we can answer: Which ad did they click? Which page did they go to? What did they do?
Adobe Analytics holds much of the data necessary for customer journey analytics. But what about what happens offline? B2B marketers dream of being able to see what happens to visitors after they click on their ad and fill out a form. Did they end up a customer??
Integrate your Salesforce data into Adobe Analytics and you won’t have to wonder anymore.
This article will discuss some of the powerful things you can do in Adobe Analytics such as 1) closed loop attribution and 2) real-time personalization with more meaningful segments.
Closed Loop Attribution in Analysis Workspace
Imagine your Analysis Workspace looking like the image above. MQL, SQL, Closed Won and Revenue all available as metrics that can be used in reporting. A report such as this can answer the following questions:
- Which campaign helps drive the highest number of MQL? (So I know how to optimize my spend)
- Which content pieces help best push prospects at each stage of the funnel? (So I know what to show prospects at each stage)
- How much revenue has been influenced by my campaigns and content? (To show stakeholders our value and get their respect and admiration!)
Your data should be integrated at the visitor-level which means that you can slice any of the above data by any dimension available in AA or filter by any segment as well. You want to see how CMO’s from the Financial Services industry respond to my 3 different ads? No problem!
Furthermore, with Analysis Workspace you can take full advantage of Attribution IQ to measure any of the above data from a first-touch, last-touch, any-touch or custom model basis. I can write another article on that later.
Powerful Customer Segments
With Salesforce data at the visitor-level in your Adobe Analytics, you can create powerful segments that allow more meaningful personalization in the other Experience Cloud tools.
The above image shows a segment of current MQLs who have not yet turned into an SAL. Let’s say our data shows that this segment responds well to a discount offer. We can push this segment to the Experience Cloud and you will now be able to flash that offer using Adobe Target to this segment … or via an ad in Ad Cloud … or you could email that offer via Campaign … you get the picture.
Now you are personalizing in a way that will move the prospects down funnel faster.
These segments can be as detailed as the data. Going back to our example earlier … CMO’s from the Financial Services industry who are at the SAL stage. You can now message this segment in real-time fashion.
As marketers we aim to excite and delight our customers. By integrating your Salesforce data into Adobe Analytics, the Experience Cloud becomes extremely powerful as you will be able to perform closed loop attribution reporting in Analysis Workspace and perform real-time personalization on more meaningful segments in the other Experience Cloud tools. Now that’s marketing!