Salesforce closes Krux acquisition for smarter marketing

The Krux platform will let Salesforce users segment their customers into different clusters. Salesforce on Thursday announced it has closed its acquisition of Krux, the data management platform that uses artificial intelligence to target key audiences for marketers. By incorporating the Krux platform into the Salesforce Marketing Cloud, Salesforce will enable marketers to better fine-tune and personalize marketing campaigns. More specifically, Krux brings three key improvements to Salesforce: It's improving cross-channel ad delivery management, it allows marketers to incorporate any Salesforce data into their digital ad campaigns and it will power Einstein Journey Insights -- a new dashboard that lets marketers segment and target audiences in new, more sophisticated ways. "At the core of all those devices and interactions are your consumers." "Finding that Goldilocks moment requires understanding people across all interactions," Fine said. It improves customer interactions further by drawing from all data within Salesforce, such as data from the Service Cloud or Commerce Cloud. Krux can also help Salesforce users find new market segments they might not have known about before, by segmenting customers into different clusters. For instance, an outdoor lifestyle retailer could segment its website visitors to find both women and fitness enthusiasts, and then find out what's driving their participation on the site. This kind of insight has helped drive B2C interactions for brands like Conagra, the packaged foods company.

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The Krux platform will let Salesforce users segment their customers into different clusters.

Salesforce on Thursday announced it has closed its acquisition of Krux, the data management platform that uses artificial intelligence to target key audiences for marketers.

By incorporating the Krux platform into the Salesforce Marketing Cloud, Salesforce will enable marketers to better fine-tune and personalize marketing campaigns. At the same time, the new technology will give marketers the tools to seek out new, broader markets.

More specifically, Krux brings three key improvements to Salesforce: It’s improving cross-channel ad delivery management, it allows marketers to incorporate any Salesforce data into their digital ad campaigns and it will power Einstein Journey Insights — a new dashboard that lets marketers segment and target audiences in new, more sophisticated ways.

Traditional data management platforms are built as web cookie collection and distribution platforms, associating a cookie with an audience segment. Krux, by contrast, is better suited for a multi-device landscape because it “is very focused on people,” Leslie Fine, vice president of data and analytics at Salesforce, told ZDNet. “At the core of all those devices and interactions are your consumers.”

Because Krux…

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