Salesforce is enhancing its Journey Builder cloud marketing tool with the capability to map out the activity and effectiveness of customer-focused campaigns.
The announcement coincides with the one-year anniversary of Salesforce's acquisition of ExactTarget Marketing Cloud, a company that provides a suite of cloud marketing tools including Journey Builder.
Scott McCorkle, CEO of Salesforce ExactTarget Marketing Cloud, believes the future of marketing involves giving marketers the ability to understand and react to how their customers are responding to the actions of their campaigns via tools such as Journey Builder.
As such, Journey Builder has been designed to help marketers create automated marketing campaigns across a range of platforms including mobile, web and social media. The latest version will give users the functionality to map and track the behaviours and interactions people have with a brand.
New features, such as Journey Maps and Journey Triggers, help marketers plan their campaigns automatically to deliver marketing content based on a customer's location and activity.
Acknowledging the importance of data use in marketing, Salesforce has added Journey Metrics to Journey Builder. Using visual analytics, the new feature measures the effectiveness of a campaign by tracking customer activity against set goals such as web conversions and purchases.
The update has also revamped the Journey Builder interface to have drag-and-drop functionality a provide detailed view of the targeted customer all in one place.
Journey Builder fans keen to put the new features to use will have to wait until the third quarter of Salesforce's 2015 financial year, though, which will be sometime between October and November this year.
Journey Builder cites several major brands as its users, including Microsoft, Sony PlayStation and Sky Mail. These companies use the tool to improve their customers' sales, service and marketing experiences in a personalised and one-to-one fashion.
Salesforce appears to be keen on combining various marketing services and products while using the cloud to underpin them. Recently, the company merged several of its Salesforce1 sales and marketing products to create Sales Reach an yet-to-be-launched cloud-powered mobile sales tool.
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