Salesforce Marketing Cloud Adds Social Analytics Options - InformationWeek
Software // Information Management
10:16 AM
Connect Directly

Salesforce Marketing Cloud Adds Social Analytics Options

Klout, Kred, OpenAmplify, and 17 other partners help Salesforce Marketing Cloud customers make sense of social networks.

Big Data Talent War: 10 Analytics Job Trends
Big Data Talent War: 10 Analytics Job Trends
(click image for larger view and for slideshow) announced on Friday that it will give its recently formed Marketing Cloud a boost by giving customers an easy way to plug the capabilities of 20 prominent third-party analytics vendors into social network monitoring, analysis, and campaign workflows.

The Salesforce Marketing Cloud combines the services of Radian6, acquired for $326 million in March 2011 for its social media monitoring and engagement capabilities, and Buddy Media, the social media campaign-management firm acquired in August for $689 million. The combination gives companies tools to listen to and engage with customers on social media and then advertise and measure the results of social marketing campaigns on Facebook, Twitter, and the like.

The 20 partners in Friday's announcement offer deep analytic capabilities that doesn't offer. Clarabridge, for example, offers multi-lingual sentiment-analysis. Klout scores the influence of those commenting on social networks. Lithium specializes in natural language processing for a more accurate understanding of comments. And OpenAmplify specializes in identifying and classifying brand and product mentions for customer service purposes.

[ Want more on Salesforce ambitions? Read's Next Billion-Dollar Business: Marketing. ]

A handful of these partner capabilities were already accessible as add-on packs through's Marketing Cloud Dashboard. The dashboard lets companies plug these partner tools into social measurement workflows with "just a few clicks." With Friday's announcement, Salesforce has greatly expanded the list of third-party options. The other vendors on the list are Bitext, Calais, Caterva, EpiAnalytics, Kanjoya, Kred, LeadSift, LinguaSys, Lymbix, Metavana, PeekAnalytics, Rapleaf, Solariat, Soshio, The SelfService Company, and Trendspottr. also has introduced an easy way for customers to pay for these add-on packs through a credit-based system. The Marketing Cloud basic edition--which includes social listening, engagement, advertising, workflow, and measurement capabilities and starts at $5,000 per month--now includes 1,000 partner credits good toward add-on packs. Additional blocks of 10,000 credits can be purchased for $100 per month.'s list of integrated integrated analytic options has more than doubled since it was introduced in July, proving that easy accessibililty and easy payment methods are popular with customers and partners alike.'s push into the marketing arena comes as there's growing evidence that chief marketing officers are wielding growing influence over technology spending. Gartner has predicted that CMOs will outspend CIOs on technology by 2017. At's Dreamforce event in San Francisco last month, CEO Marc Benioff noted huge CMO budgets and said that the shift in tech buying influence may happen as early as 2015.

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
User Rank: Apprentice
10/19/2012 | 4:09:40 PM
re: Salesforce Marketing Cloud Adds Social Analytics Options
Clarabridge isn't the only company offering multi-lingual sentiment-analysis. Bitext, who are also part of the Marketing Cloud Insights ecosystem has sentiment analysis in Spanish and Portuguese (Latin American & European varieties of both) built with natural language processing technology. English, French, Italian, Dutch German, Catalan and Basque are coming soon. Disclosure: I work for Bitext.
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll