Salesforce.com launches predictive tools for marketers

• Empowers marketers to harness the power of data science
• Analyses customer engagement and proactively delivers recommendations

SALESFORCE.COM has launched Salesforce Marketing Cloud Predictive Decisions, allowing marketers to harness the power of data science to analyse customer engagement and proactively deliver new recommended content, products or offers to customers.
 
This helps create highly personalised journeys across channels at scale, the company said in a statement.
 
Salesforce Marketing Cloud fuses CRM (customer relationship management) and marketing data with relevant contextual data such as web browsing activity, using native predictive intelligence decisions to increase conversions and engagement in a single application.
 
In today's data-rich world, marketers have ample access to customer engagement information, but it’s nearly impossible to deliver personalised content to every customer and connect interactions across the entire journey, Salesforce said.
 
In fact, 36% of marketers struggle to apply customer insights to continually improve customer experiences and 42% say they have difficulty analysing data from all customer interactions, according to the August 2014 study, Refresh Your Approach to 1:1 Marketing, a study conducted by Forrester Consulting on behalf of Salesforce Marketing Cloud.
 
“With the launch of Predictive Decisions, we’re placing data science in the hands of marketers to help them drive better results,” said Scott McCorkle (pic), chief executive officer of Salesforce Marketing Cloud, Salesforce.
 
“With Salesforce Marketing Cloud, marketers have a single platform that blends CRM and marketing data with contextual information, so they can deploy accurate, predictive programs that turn casual browsers into buyers,” he added.
 
Predictive Decisions in the Salesforce Marketing Cloud will be available in May. New features will be available in the Marketing Cloud Pro Edition or greater. Pro Edition pricing starts at US$1,250 per month.
 
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