It's Getting Personal with the Cloud
Salesforce users will see some direct benefit from the cloud-based CRM providers acquisition of ExactTarget starting in early 2014.
ExactTarget recently unveiled its predictive analytics capabilities for the SalesForce ExactTarget Marketing CLoud, expanding its ability deliver personalized marketing to users of the platform.
“Digital marketing is transforming business by connecting companies and their customers through highly personalized experiences,” said Eric Tobias, vice president of ExactTarget’s Web products. “iGoDigital’s new capabilities will enable marketers across all industries to deliver relevant experiences, create brand advocates and increase engagement.”
The predictive analytics capabilities are powered by ExactTarget's iGoDigital personalization technology and will provide users with the aility to integrate with the SaleForce contact model, calendar and messaging and data management applciations.
Users will be attracted to the offering's product recommendations and content suggestions for email and on the Web based on customer behaior, as well as its behavior-driven segmentation capabilities.
“As customer interactions spread across numerous inbound and outbound channels, companies increasingly call on analytics tools to provide visibility into a multichannel funnel spanning the entire customer life cycle,” wrote Anjali Yakkundi, analyst at Forrester Research, Inc. in the April, 2013 report entitled “Contextual Delivery And Cross-Channel Analytics Revolutionize Digital Experiences”. “Customer analytics technologies, like recommendations engines, behavioral targeting and predictive analytics, should serve as the foundation for personalization efforts across channels.”