Creating a singular data pool containing the entire online to offline customer journey is something big brands struggle to achieve (a topic we touched on in a previous blog). However, the multinational tech giant that is Google seems to have discovered the last piece of the omnichannel puzzle and is intent on closing the loop in attributing offline sales — taking CRM platform Salesforce along for the ride.
After announcing their official partnership in November, Google and Salesforce released the first of many integrations to come this week. “Sales pipeline data from Sales Cloud (e.g., leads, opportunities) can now be imported directly into Analytics 360. So any marketer in a business that manages leads can see a more complete view of the customer’s path to conversion and quickly take action to engage them at the right moment,” wrote Google in a press release.
This collaboration is a way to gain a foothold in an arena previously ventured by Google competitor Microsoft, “This partnership offering gives customers another choice in the market and is targeted towards the traditional Adobe – Microsoft buyer,” Ray Wang, founder and principal analyst at Constellation Research told TechCrunch.
Forging A New Digital Path
In this day and age, understanding the motives of a customer as they move from touchpoint to touchpoint is a brand’s ultimate goal. However, most brands see significant disconnects between their online properties and local stores, so when the data doesn’t quite add up they see wasted marketing budget.
In fact, “eConsultancy reports that 66% of all companies believe that the siloed data within their organisations prevents them from making the most effective use of their marketing,” according to The Drum.
Connecting the dots in the digital path usually involve deterministic or probabilistic matching using data onboarding platforms like LiveRamp. The omnichannel identity resolution provider generally uses people-based data to help brands reach consumers.
What could set Google and Salesforce’s partnership apart in this instance is the use of Analytics 360 which will provide a more complete picture of the conversion path through the integration of Big Query, Google Cloud’s enterprise data warehouse.
The emergence of this trend means brands will have to lean closer to implementing their omnichannel strategy to keep up with the competition. Something Google definitely seems in favour of but with a different strategy to LiveRamp.
The Omnichannel Debate
Some say it’s too open-ended, others think its development isn’t happening fast enough, and that legacy tech-reliant brands are holding back the pace. The debate over “omni-channel” is ongoing, but with Google’s backing, it should start finding its way into the mainstream tout suite.
What is omnichannel? The term “is what’s used to define how retailers are using technology to become customer-centric and creating a seamless… experience for consumers between the mobile, the web and brick-and-mortar channels,” says PYMNTS.com
Buyers of the future are changing how they shop, that fact remains. More than half of shoppers use multiple channels when placing orders over £100. Therefore, It’s safe to assume that a cohesive experience is expected across all touchpoints.
With an array of Google and Salesforce integrations coming our way aimed at just that, 2018 could be the year we bring it all together. Stay tuned.
Via: TechCrunch, Google, The Drum, PYMNTS.