Salesforce Enhances Marketing Cloud With Krux Data Management Platform

Salesforce Enhances Marketing Cloud With Krux Data Management Platform. The recently acquired Krux data management platform is now part of the Salesforce Marketing Cloud along with Einstein. Salesforce.com announced several enhancements to its Marketing Cloud on Dec. 15, adding features based on its Einstein artificial intelligence software and Krux, a leading data management platform the CRM giant acquired in October for $700 million. Krux had several high profile customers such as Conagra and Peugot before it was acquired by Salesforce. As one example, Fine noted that Hunts, a unit of Conagra, has been using Krux to target ads based on customer preferences. Other ads include low sodium recipes targeted at health conscious consumers. “Once you’ve identified the pattern, the order of events, then you have a much better idea of when to reach out to them, such as after they’ve watched a video on the product,” says Fine. Video response is just one of many examples including turning a potentially bad customer experience completely around. Companies using the Marketing Cloud can also leverage the Salesforce Service Cloud to identify customers dealing with a support issue to adjust how they market to them. A recent report by Forrester Research touts data management platforms like Krux as a highly likely, if not inevitable addition to the marketing toolbox at big companies.

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Salesforce Marketing Cloud Krux

The recently acquired Krux data management platform is now part of the Salesforce Marketing Cloud along with Einstein.

Salesforce.com announced several enhancements to its Marketing Cloud on Dec. 15, adding features based on its Einstein artificial intelligence software and Krux, a leading data management platform the CRM giant acquired in October for $700 million. The main idea behind the enhancements is to give marketers better tools to reach potential customers wherever they are connected—desktop and laptop computers as well as mobile devices. The other key benefit is context, delivering ads and marketing messages when they are most likely to be well-received. “Krux lets marketers collect and manage data from across the open web and connect that to the right audience segment,” Leslie Fine, vice president of data and analytics at Salesforce, told eWEEK. In the case of Einstein, the AI software Salesforce unveiled in September at its Dreamforce conference, Fine said it will help marketers find potential sales leads, profiles and relationships. Krux had several high profile customers such as Conagra and Peugot before it was acquired by Salesforce. As one example, Fine noted that Hunts, a unit of Conagra, has been using Krux to target ads based on customer preferences. Since Hunts Tomato Sauce is produced using a water process instead of chemicals to remove the tomato skins, it targets ads highlighting that to consumers that Krux has identified as environmentally conscious. Other ads include low sodium recipes targeted at health conscious consumers. But Krux’s overall marketing reach was limited before the Salesforce.com acquisition….

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