In November 2017, Google announced plans to roll out new integrations between its Analytics 360 product and the Salesforce Sales and Marketing Clouds. The first one — an integration of Salesforce Sales Cloud to Google Analytics 360 — is now available.Now, offline sales pipeline data such as leads and opportunities can be imported from Sales Cloud directly into Analytics 360, Google’s premium analytics product. The aim is to give marketers a more complete view of customer paths to conversion — including both digital and offline touch points — so they may quickly take action to engage consumers at the right moment.
Voice search stands to live at the heart of how retail marketers guide the customer experience into the future.Behind every voice query lies data riper with real-time intent and context than perhaps any other source of shopper information. A spoken query is a direct window into what consumers want at that moment, how they think about a topic — or product — and their emotional state of mind.As a result, voice queries are leading to new pools of intent-driven, contextual, real-time data that marketers can use to develop more customer-centric engagement strategies.To be sure, voice technology has come a long way, and it still has a way to go. But its upward trajectory is poised to deliver better content and interactions in the near term that will increase adoption of spoken search, and in turn, enable marketers to evolve their approach to the customer experience.
The 2017 holiday season was another record-breaker in online sales.Adobe reported $108.2 billion in online sales generated between November and December of last year, an increase of 14.7 percent year over year. Adobe’s final numbers were nearly a billion dollars more than what the company had predicted back in November, when it forecast online holiday sales would reach $107.4 billion.Adobe’s online sales results are more than $30 billion less than the holiday online “and other non-store” sales of $138.4 billion that the National Retail Federation (NRF) reported, The NRF numbers represent an increase of 11.5 percent year over year.Why the gap? While Adobe’s numbers are based on 80 percent of online transactions for the largest 100 online US retailers, NRF’s Craig Shearman, vice president for government affairs public relations, says his organization uses official government data from the Census Bureau.
Google has announced several significant changes to how it will be monetizing content on YouTube. The changes come after a series of updates the company has implemented in response to repeated advertiser backlash over the past year.In a blog post Wednesday, Paul Muret, VP of display, video and analytics, acknowledged “2017 was a difficult year, with several issues affecting our community and our advertising partners.”The problems — including brand advertisements appearing on extremist, racist and other objectionable content; badly behaving YouTube stars whose channels are part of the Google Preferred premium advertising program; and alarming content involving and/or targeted to children — largely stem from a lack of oversight, controls and transparency.Muret outlined three primary changes to further address these challenges.