Salesforce has announced an expansion of its Analytics Cloud platform through partnerships with leading firms in the cloud and big data industries, a move designed to put greater customer insights at the fingertips of sales professionals.
Announced today, Salesforce Wave for Big Data enables customers to unlock value from analytics in order to transform customer relationships, the firm said.
Salesforce has forged partnerships with firms such as Google, Cloudera, Hortonworks and New Relic to make data from these platforms accessible through its Analytics Cloud.
"The digital universe is doubling every two years, and most of that data is about the customer," said Salesforce's senior vice president Keith Bigelow.
"It is about their use of a product or a service, and it's an opportunity for us to know those customers better. Unfortunately, legacy analytics really can't handle this kind of data."
Fortunately, firms such as Google did build platforms for this use case, Bigelow added, and customers will now be able to take advantage thanks to the ability of Analytics Cloud to accept any type of data and serve as a platform for any type of analytics application.
The new offering builds on Salesforce Wave, which the firm announced last year. This is designed to deliver output to sales professionals on a mobile device rather than on a laptop or desktop screen.
"This is Salesforce Wave for Big Data: the number one CRM company partnering with the top vendors in big data platforms so that we can deliver to every sales person and marketer, every service person, on a mobile device, all of the context and product use and insights from these big data platforms," he said.
In the case of Google, Salesforce Wave for Big Data will allow a user to analyse correlations between customer profiles in Salesforce and customer engagement data from the Google Cloud Platform, including purchases and mobile app use, to better target marketing spend and attract more customers, according to Salesforce.
Salesforce also announced partnerships with data preparation providers Trifacta and Informatica, which will transform big data into a usable form for business customers.
Both firms provide tools that take and process data from Hadoop. Trifacta enables users to discover, structure, clean and enrich data, while Informatica provides a library of prebuilt data integration transformation capabilities.
"We see this as the future of the way products and services will be sold and serviced and marketed, with this rich context coming from big data delivered to the sales person or marketer on their mobile device so they can have a better conversation with their customer," Bigelow said.
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