Google this week announced that Google Analytics audiences will become available this month on Salesforce Marketing Cloud. The audience push from Analytics into Salesforce enables advertisers to deliver communications on these audiences via email, phone, push notifications and SMS.
Google Analytics has 250 site engagement dimensions and metrics, and those parameters are available for audience creation.
“Let’s say advertisers want to re-engage valuable customers who have just visited your site for the first time in a while. Now advertisers 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.”Dan Stone, Product Manager, Google Analytics 360, at Google
Google says that in addition to share Analytics 360 audiences to Marketing Cloud, marketers already have access to campaign reporting. Marketers can see campaign metrics like conversion rate and site engagement metrics like time spent on site related to Marketing Cloud campaigns.