The Native Integration of Salesforce and Google Analytics 360 Fills a Long-Awaited Marketing Need

The marketing technology space has long touted the benefits of a holistic view of the customer journey, citing one or another new technology, technique, or application intended to make this a reality. But the real deal has eluded us until now.

When Salesforce and Google announced a native integration last year, it meant that our job, as longtime Google Analytics 360 license resellers, implementation, and professional services providers, would shift.

Cardinal Path has been connecting the two platforms “the hard way” for many years, and to good effect.

With robust analytics data and a bidirectional CRM integration, the Nevada Commission on Tourism doubled conversions, and increased Visitor Guide downloads by 68%, among other benefits. View the case study here.

With the native integration between Google and Salesforce, sales people and marketers now have access to insights they couldn’t easily uncover before. This combined data reveals the full customer journey from the earliest touchpoints through to a sale both on and offline. Using first-party customer attributes plus clickstream data spanning both platforms enables analysis with a unified data set that just wasn’t within reach for many organizations. This combined data set unlocks the ability to create segments and audiences that may be activated across various channels.  

On October 11th, you can tune in to hear all the latest on the integration capabilities straight from the platform leaders of both Google and Salesforce.

Juan Suarez Davis, SVP & Chief Strategy Officer at Salesforce, and Jon Fusco, Sr, Lead, Strategic Partnerships at Google will discuss the most recent integration news, what it enables for sales and marketing organizations, and how it impacts the the foundational MarTech stack.

Register for Analytics Rising, a free, one-day virtual summit showcasing the best of marketing analytics tools, techniques, and case studies.