Salesforce announces Predictive Decisions features to personalize marketing. Data science drives clicky content and offers.
10 Cloud Migration Mistakes To Avoid
(Click image for larger view and slideshow.)
Salesforce on Thursday announced Marketing Cloud Predictive Decisions, predictive analytics capabilities aimed at improving customer engagement and conversions by personalizing marketing content and offers.
Personalization is the key to one-to-one marketing, but that requires an understanding of what's most relevant to individual customers. More than a third (36%) of marketers struggle to apply customer insights to improve customer experience, according to a 2104 Forrester study commissioned by Salesforce, and 42% say it's difficult to analyze data from customer interactions.
Marketing Cloud Predictive Decisions analyzes CRM data, such as customer purchase records; marketing data, such as what campaigns were seen; and relevant contextual data, such as recent browsing activity. The insights derived yield predictions on the best content, product offers, or marketing campaigns to serve to anonymous or known customer profiles.
Predictive Decisions capabilities are set for general release in May, but they're being tested by Salesforce customers, including furniture retailer Room & Board. Delivering the right offer to the right customer at the right time leads to higher conversion rates, "and that's what we're doing with these new capabilities," said Kimberly Ruthenbeck, Room & Board's director of Web customer experience, in a statement from Salesforce. "The direct conversion from customers who engage with predictive content and then click to buy within the predictive content module is 150% higher than [our] site average."
Predictive Decisions continually updates customer profiles with the latest behavioral data, then lets marketers build tailored content and offers that can be delivered via email, Web, and mobile devices. The predictions are turned into actionable triggers through new workflow and automation features that ensure timely and relevant communications, according to Salesforce.
Salesforce says Marketing Cloud Predictive Decisions, due in May, will deliver personalized marketing content and offers.
As with many predictive systems, accuracy improves as the data available grows, "so the algorithms get better, and predictive-influenced revenue keeps growing," says Ruthenbeck. "Thirty seven percent of Web visitors who engaged with predictive content have purchased from one of our channels -- either in store or on Web."
Predictive Decisions provides a drag-and-drop interface and content modules for tailoring campaigns to specific customers and moments of interaction. For example, an email campaign can include not only images of items specific customers previously viewed online, but also recommended products predicted to be most relevant based on individual buying and browsing histories.
The app brings recommendation capabilities beyond the confines of commerce Websites and into every marketing interaction, according to Salesforce. The new Predictive Decisions features will be available as part of the Marketing Cloud Pro Edition and higher-level editions. Pro Edition pricing starts at $1,250 per user, per month.
Attend Interop Las Vegas, the leading independent technology conference and expo series designed to inspire, inform, and connect the world's IT community. In 2015, look for all new programs, networking opportunities, and classes that will help you set your organization’s IT action plan. It happens April 27 to May 1. Register with Discount Code MPOIWK for $200 off Total Access & Conference Passes.
Doug Henschen is Executive Editor of InformationWeek, where he covers the intersection of enterprise applications with information management, business intelligence, big data and analytics. He previously served as editor in chief of Intelligent Enterprise, editor in chief of ... View Full Bio
[Interop ITX 2017] State Of DevOps ReportThe DevOps movement brings application development and infrastructure operations together to increase efficiency and deploy applications more quickly. But embracing DevOps means making significant cultural, organizational, and technological changes. This research report will examine how and why IT organizations are adopting DevOps methodologies, the effects on their staff and processes, and the tools they are utilizing for the best results.
Digital Transformation Myths & TruthsTransformation is on every IT organization's to-do list, but effectively transforming IT means a major shift in technology as well as business models and culture. In this IT Trend Report, we examine some of the misconceptions of digital transformation and look at steps you can take to succeed technically and culturally.