Top Use Cases for Salesforce and Google Analytics 360
DELVE Experts
May 4, 2018
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Discussing the integration between Salesforce and Google Analytics 360 in the abstract is all well and good, but sometimes it’s nice to get down to concrete examples. Let’s look at three ways that the new partnership is delivering real results.
Google Analytics 360 & Salesforce: Improved Attribution Modeling for Marketing ROI Analysis
DELVE Experts
April 26, 2018
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The buyer’s journey in today’s day and age consists of many customer touchpoints leading up to a purchase. In some industries, this journey is especially long and complex. For example, in B2B products and services, it’s not uncommon for the average sales cycle to take well over a year and consist of offline, online, and cross-device interactions.
BookIt Moves New Users Down the Funnel with Dynamic, Data-Driven Creative
Susan Esparza
April 25, 2018
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At DELVE, we’re passionate about helping brands win big through the smart use of data. When the team at BookIt, the largest privately owned travel company in the United States, came to us with a need to grow their brand through data-driven strategy, our team couldn't wait to take on the challenge.
Salesforce + Google = Increased Efficiency and Higher ROI
DELVE Experts
April 18, 2018
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Before Salesforce and Google partnered to bring a native integration with Google Analytics 360 to the market, your marketing team was likely exporting data from both platforms into some external database and attempting to stitch together digital channel influence on Salesforce conversion.
30 Days Until GDPR – Are You Prepared?
Susan Esparza
April 13, 2018
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It is 30 business days until GDPR goes into effect on May 25. As we have pointed out before, it is dangerous to assume that your business will not be affected, and so we urged you to take steps to comply. Today, we want to update you on steps that Google has been taking in preparation. As before, you can use their actions to benchmark your own.
Salesforce & Google Analytics: Correcting the Great Disconnect
DELVE Experts
April 12, 2018
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The holy grail of marketing is this: measuring every single customer touchpoint -- across different channels, platforms, and devices -- to build a complete view of customer journey. In doing so, an advertiser gains insight into how best to hit the right audiences at the right time. This cohesive measurement helps advertisers attract new customers, retain existing ones, and increase return at a stable spend. So why is marketing still struggling with disconnection across platforms? Hint: because the industry is only now starting to catch up.
Salesforce Integration with Google Analytics 360
Andy Semenihin
March 28, 2018
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It finally happened! Connecting the online and offline has never been so real. Google Analytics 360 and Salesforce will now work together to connect the sales, advertising and marketing data. Salesforce Sales Cloud and Salesforce Marketing Cloud will be now integrated with Google Analytics 360 to deliver the fullest customer journey. The first tier of Sales Cloud integration is now live while more functionality will gradually arrive in the first half of 2018.
I already bought that, leave me alone (Or how to avoid wasting money retargeting post-buy)
Susan Esparza
February 27, 2018
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I was on FB the other day when a friend of mine made that post.

(In case your images didn't load, it says "Ads should have a button on them that says 'I already bought this'")

Which is absolutely genius and a feature I want immediately as a customer. It’s pretty easy to ignore an ad for something I’m not interested in. It’s harder to ignore ads for something I am, but not right now.  I don’t want to block the ad, but I also don’t need it in my face at the moment. As a marketer, this sentiment just makes me shake my head. I get ads all the time for products I’ve already bought and they’re almost always the result of retargeting gone bad.
Increase your website conversion rates by 10% in 2018 – in just 3 hours
Greg Sobiech
February 7, 2018
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Every marketer has heard “the right message to the right customer” for years, maybe even decades. By now, we are all sick of this phrase.

We all want to do “1-to-1” marketing, but many of us (including myself) are ashamed to admit that we don’t actually do that. Often, 1-to-1 marketing is a matter of “do as I say and not as I do” because we (or our clients) don’t know how to go about that concept or even where to start.

The good news is that, using Google Analytics free or Google Analytics 360, you can absolutely uncover awesome Audience Insights, which will provide a wonderful starting point for a new approach to marketing. It won’t be the holy grail of “1-to-1”, but will certainly perform better than the “spray and pray” approach to Audiences + Creative that most Brands still do today.
An Open Letter to Google: It’s Time to Make a Change
Susan Esparza
February 6, 2018
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The average customer journey before conversion is 6 touches. Or maybe it’s 13. Or perhaps 8.

Ask a dozen marketers how many times a customer interacts with their brand before purchase and you’re sure to get two dozen answers.

The one thing that every marketer from the newest intern to the most experienced CMO agrees on is that the answer is definitely not “one touch”.

Another thing that marketers agree on: every time a customer sees an ad, reads a tweet, likes a post, or watches a video, that contributes to their decision making.

This is not new information. Customer journeys have been growing longer and more complex for years.

Today’s customer is a cross-device, multi-channel, multi-moment, sophisticated researcher who interacts with your brand many ways from search to social, to display to email before they purchase.

So why is the default attribution model in Google Analytics still “last non-direct click”?