Global CRM company Salesforce has announced the launch of its latest predictive marketing product, dubbed Salesforce Marketing Cloud Predictive Journeys. The new offering, announced in a Nov 18 release, will allow marketers to access data from web streams and other real-time sources to get valuable insights on customer behavior including email engagement and web browsing activity. It also offers two new data products:
Predictive Scores: This service uses data analytics to gauge the likelihood of a customer to engage with a particular marketing campaign—for example, open an email, make a purchase, or take advantage of a web promotion. It also provides a dashboard that aggregates customers into audience segments with their individual engagement scores.
Predictive Audiences: Gives marketers the ability to unify customer data and create highly targeted segments that allow for more effective campaigns for engagement or re-engagement.
Both services are in beta and expected to become available in Q1 of 2016.
“Rearview analytics — understanding how campaigns performed, how customer segments responded — is not sufficient to drive decisions that affect in-the-moment customer interactions,” wrote Rusty Warner, principal analyst, Forrester Research in the October 2015 report, “Combine Systems of Insight and Engagement for Contextual Marketing.”
RTInsights Take: The combination of data from customer-relationship management systems—such as past order amounts, types, time since last transaction, and purchases in certain categories—with real-time data from clickstreams and shopping cart activity can make for powerful predictive applications. One application is the ability to push real-time incentives (price discounts, free shipping) targeted at certain customers. Another application is to present the customer with a “next best offer” in a certain product category. Such applications, however, at least require a data processing architecture that can process real-time transactions, integrate it with a CRM, and advanced predictive analytics algorithms that can tie various data points together.
Read more: real-time marketing archives.
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